ASB clears 'vulgar' Bonds Boobs

ASB clears 'vulgar' Bonds Boobs

Bonds ‘boobs’ courted national headlines and generated social media chatter, but the cheeky campaign also attracted negative attention for objectifying women.

Complaints to the Advertising Standards Bureau (ASB) said the use of the word ‘boobs’ is offensive as it is “vulgar slang”, “demeaning” and “explicit”.

One complaint said ‘breasts’ would have been preferable as it is “anatomically correct and inoffensive”.

The ASB dismissed the complaints and cleared Bonds of any misconduct based on the observation that ‘boobs’ is “common slang” and consistent with “modern Australian vernacular”.

Ads sporting Bonds new range of bras, which showed different style bras on models for different occasions and sizes, were also cleared.

The ASB said the ads heroed the product and did not sexualise the pictured women.

Complaints around the longer slogan ‘Get your boobs done’, were also dismissed as the ASB noted it was “not sexualised and is the type of language many women would use themselves”.

Bonds ‘Boobs’ campaign, by Clemenger BBDO Melbourne, kicked off in early October with a teaser campaign which saw billboards featuring the word ‘Boobs’ in the style of the Bonds logo appear.

Details around the push slowly started to trickle out, with Myf Warhurst revealed as one of the ambassadors, before Bonds shared research which showed only 10% of women love their boobs.

Bonds said the campaign was about boosting Boob-esteem. 




Please login with linkedin to comment

Latest News

Liar, Liar, Bruce On Fire: Judge Finds Lehrmann Did Rape Higgins
  • Media

Liar, Liar, Bruce On Fire: Judge Finds Lehrmann Did Rape Higgins

Justice Michael Lee has dismissed the defamation case against Network Ten and Lisa Wilkinson finding, on the balance of probabilities, that Bruce Lehrmann did rape Brittany Higgins on that night in Parliament House in March of 2019. Lehrmann is expected to be hit with a substantial bill to cover the legal fees for Ten and […]