Complaints against Bonds advert starring Hamish Blake and Zoe Foster-Blake have been dismissed by the Advertising Standards Board (ASB); People complained the ad objectified Hamish, encouraged kids to pull their peers’ pants down and was sexist.
Earlier this year, Bonds announced husband and wife duo Hamish Blake and Zoe Foster-Blake were the new sports ambassadors, releasing a TVC and Q&A with the pair. During the launch Bonds head of marketing Emily Small said: “There was an infectious chemistry between the two on-set; Hamish was cheekily coaching Zoe from the sidelines, and vice-versa. It made the whole day a lot of fun! They both lead busy and active lifestyles, but like Bonds they don’t take themselves too seriously.”
However the ASB received several complaints about the ad:
- At one point the woman pulls down the back of the man’s pants and slaps his backside. If the roles were reversed and a male removed a females pants and smacked her bottom just because she beat him in an exercise routine, it would be considered sexist and offensive while objectifying and degrading her.
- The ad clearly objectifies men and shows how they are sexual objects to the viewers; is this message what we want children and other viewers to think?
- I feel this is derogatory towards men, also promotes putting down another person. We are constantly being told to respect women, but this ad does not show anyone being respectful. Surely we want to promote mutually respectful behaviour to other people not this sexist attitude.
- I am currently the director of a before and after school child care centre – this ad has had an impact on the behaviour of a few children at the centre who now feel it is okay to pull their peers’ pants down.
In response to the complaints, a Bonds representative argued that Blake are a “married couple with enormous respect for one another. The scene was developed in collaboration with the talent and reflects their cheeky, fun-loving personalities. The scene in no way indicates that Zoe dacked Hamish because of his gender or to objectify him.
“The relevant audience, in this case, includes adults interested in purchasing men’s underwear and the commercial was aired at an appropriate time to reach this audience. A key part of this range is men’s underwear and as such it is appropriate to show this product on the body as part of the brand’s communications.”
The ASB agreed with Bonds saying that “during the various activities the couple are seen as sharing power, presented as equals and playful in their interactions together. The Board noted the scene where the woman pulls down her partner’s shorts and smacks his bottom. The Board considered this was very playful and in the overall context of a friendly spar, was not of concern, and there was nothing in the man’s response to cause concern.”
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]