Complaints about a Kellogg’s Special K advert which briefly showed two women kissing has been dismissed by the Advertising Standards Board (ASB). According to the ad, a study by Special K revealed that seven out of 10 Australian women have an ‘I hate my body’ moment every single week.
Kellogg’s released a 30 second and 60 second version of the #OwnIt advert which showed a diverse range of individuals (body type, ethnicity, age, and more) in different situations are shown – a bride, a woman with disability, women playing sport, etc.
The complaints about the ad included:
- “The tone of the ad seemed okay where it encouraged women to have a positive outlook on life and stop being negative about their own appearance however the add was ruined where it showed two women kissing. Why it did one can only wonder perhaps it was trying to support a particular agenda (eg desensitising the public) however regardless, that physical act doesn’t have anything to do with a breakfast cereal product that anyone in our society might choose to purchase and enjoy. The ad should consider the well being of the younger generations of children and families as well as everyone else.”
- “I object to the kiss. Must we have the lesbian message shoved in our faces all the time. My seven year old boy doesn’t need that happening in his lounge room.”
- “The ad was shown during family viewing time and included two women kissing as a couple in an attempt to normalise this behaviour.”
In response to the complaints, a Kellogg representative acknowledge that some members of the public will be offended by the scene of two women kissing.
“The advertisement does not depict the scene in a way that vilifies a person or section of the community, including on account of religion or sexual preference. A scene briefly portraying two women kissing, in the context of an advertisement that celebrates the reality of female diversity, cannot be regarded as discriminating against or vilifying consumers with religious or other beliefs in a manner contrary to the AANA Code.
“We contend that the scene is appropriate and in context given the purpose of the advertisement, celebrating and championing diversity, individuality, inner strength and confidence.”
“There is no full nudity in the advertisement. All scenes are very brief, and none of the women are shown in a sexually suggestive or explicit manner.”
In its ruling the Advertising Standards Boards noted that the scene was very brief and due to the overall tone of advertisement is of confident women and there is no undue focus on this particular scene.
“The Board considered that in this instance a brief depiction of a woman kissing a woman was not sexualised and in the context of depictions of confident women and loving relationships this scene was not gratuitous or inappropriate.
“The Board noted the advertisement had been rated ‘W’ by CAD and considered that overall the content did treat the issue of sex, sexuality and nudity with sensitivity to the relevant broad audience which would include children. The Board determined that the advertisement did not breach Section 2.4 of the Code.”
Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection. Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram. The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eillish […]
The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]