Ad Standards Dismisses “Sexist” Nestle Condensed Milk Ad

Ad Standards Dismisses “Sexist” Nestle Condensed Milk Ad
SHARE
THIS



The Advertising Standards Bureau (ASB) has dismissed complaints about a TV ad for Nestle’s Sweetened Condensed Milk which depicts a man wearing an apron in a kitchen baking.

One complainant said they found the ad “very sexist”, as it was using a man in a sexual manner to promote a product, which, had the roles been reversed, “would not be acceptable”.

Others suggested there were double standards within the advertising industry, with one saying “society seems to think it’s fine to objectify men in a sexual sense”.

The ad shows actor Nick Harrington dressed in what appears only an apron in a kitchen baking. Upon turning on the electric mixer, Harrington is splattered with condensed milk.

See the ad below.

The ad was created by Publicis Mojo and first aired the week of May 7, 2015.

As per the ASB’s report on the case, which was dismissed June 10 this year, Nestle’s response said it didn’t believe it had breached standards or ethics.

Nestle said it had wanted to take the non-traditional approach to baking and depict a male baker, and yet still have the product appeal to women.

It said it wanted to engage with its core audience – “women who bake 2-3 times a week – in a humorous and off-beat manner”.

Section 2.2 of the Code of Ethics says: “Advertising or marketing communications should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people.” The Board found this ad did not breach this section. While noting some may find the ad exploitative, the Board’s view is that the man was “clearly empowered and is not presented in a manner which is degrading to men”.

Section 2.4 of the Code of Ethics states that an advertiser shall treat sex, sexuality and nudity with sensitivity to the relevant audience. The ASB determined this ad did not breach this section of the Code.

When the ad was first released, Richenda Vermeulen, CEO and founder of digital agency ntegrity, told B&T the ad took the easy way out.

“It’s not witty or brave – it’s lazy,” she said. “Taking the easy option and resting on the laurels of outdated stereotypes to market a product. It underestimates the intellect of the consumer and what motivates them. It’s not creative and doesn’t connect with matters to parents across Australia on mothers day.

“Is this really what Nestle stands for? They now have an Carl’s Junior equivalent targeted at the female demographic.”

 

Latest News

Haystac Shakes Up National Leadership Team
  • Media

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role, as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Haylie will drive Haystac’s new […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]

QMS Unveils New Billboard In Melbourne’s Bayside
  • Media

QMS Unveils New Billboard In Melbourne’s Bayside

QMS has officially launched ‘The Bayside,’ dominating the landscape in the heart of one of Melbourne’s fastest-growing coastal suburbs and gateway to the popular Mornington Peninsula. Strategically situated on the Nepean Highway, one of Melbourne’s primary connector arterials, ‘The Bayside’ captures the attention of heavy flowing traffic along the shore of Port Phillip Bay. With […]

Coles Local Appoints Keep Left To Creative & Content Account
  • Advertising

Coles Local Appoints Keep Left To Creative & Content Account

Keep Left has been awarded the creative and content account for Coles Local, an exciting new retail offering from Coles Supermarkets. Coles Local is designed to inspire a love of quality food and provide a tailored, in-store culinary experience for the local community.  The first Coles Local store opened in Melbourne’s Surrey Hills on 13 […]