Complaints About Lesbian Kiss In Kellogg’s Ad Dismissed
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.”
Latest News
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media titles thebrag.com, Tone Deaf and The Industry Observer have unveiled refreshed logos and websites. The changes are designed to make it even easier for brands to connect with audiences at scale on both mobile and desktop versions of all three websites and via readers’ inboxes. With each website providing the content engine […]
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high profile staffer heads for the exits.
Two-Thirds Of Vehicle Owners Fear They Won’t Have Transportation Flexibility In The Future
The R/GA Future of Mobility Report shows that two-thirds of vehicle owners globally (67 per cent) feel they will not have flexible transportation options in the future, even with the rise of new forms of mobility. This poses new opportunities in addition to new risks for automotive incumbents, who face a threat of losing direct […]
Underwear Subscription Brand Knobby Shares Loyal Customers’ Stories In New Campaign
Australian underwear subscription brand Knobby is teaming up with its loyal subscribers to share their stories in a new campaign aimed at celebrating extraordinary individuals. Based on the Sunshine Coast, Knobby claims to be Australia’s leading undie subscription brand reaching subscribers across Australia, Europe, the US and Asia, with its undies featuring an amazing new […]
Digital Marketing Agency Whitehat Debuts New Website
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Thrive Homes Targets Broad Audience In The Property Market With ‘Clever Choice’ Campaign
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
NRL Beanies For Brain Cancer Launches For 2021
This remains a top initiative by the NRL. Unlike the mid-strength beer at games and the exorbitant ticket prices.
Fintech Start Up DiviPay Bolster Team With Head Of Accounting
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
ABC Set To Move Staff To Parramatta
Airs a QAnon story on Monday, gets moved to Parramatta by Wednesday. You do the maths people, you do the maths.
Reporter Stalked By Creepy Neighbour From ‘Home Alone’ While Reporting On Murderer Who Used A Nutribullet & Ram Sedatives
This will be the best thing you read all day. Although it could also be the worst thing such is the finite reporting.
Adhesive Wins PR For Domain Group
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]
Façon Magazine Celebrates Powerful Women In Femme Issue
Visitors to B&T will always see the latest Façon in reception. We use it to hide New Idea and Boat & Trailer magazine.
triple j To launch Blak Out, New First Nations Show
This headline may appear riddled with typos, but it's actually not. The actual body copy we're far less confident about.
Tuesday TV Wrap: Celebrity Apprentice Winner Announcement Tops Entertainment Charts
Celebrity Apprentice has been run & won for another year, meaning we must be due another reality cooking show very soon.
Thinkerbell Unveils Trio Of Spots In First Work For Bupa
These health insurance ads have a distinct Gen Y feel about them. Stops short of mentioning avocados on sourdough.
Carrefour Partners With LiveRamp To Deliver Next-Generation Retail Offerings
Carrefour may sound like a character from Beauty and the Beast, but fear not, this is still a tech story.
Broadcaster Forced To Apologise After Reporter Threatens To Beat Up Heckler
B&T first aired this story on Monday so it does come with a whiff of three-day old leftovers in the back of the fridge.
Can Data Sharing Marketplaces Take On The Tech Giants?
Data marketplaces are just like your local farmer's market, just without the gozleme or giant orange juice machine.
A Road Map To The Right Marketing Combination
Here is a road map to the right marketing combination that'll be of no use whatsoever for a road trip to Coonabarabran.
LiSTNR Announces Collaborations With Apple Podcast Subscriptions
Good news this morning for podcast enthusiasts. Not so good for podcast advertisers, however.
10 ViacomCBS & Football Australia Announce $300 Million Socceroos & Matildas Broadcast Deal
Who doesn't love watching the Socceroos crush footballing powerhouses such as Palau and Tuvalu.
A Home For Marketing: How Medibank Centralised Their Marketing Operations For An Agile World
It's an insightful look at the marketing operations of Medibank that doesn't reveal the code to its stash of emeralds.
Ron Ramaiya Joins The Lab As Head Of Data Science
Ramaiya will be responsible for The Lab's data science capabilities and will take out the yellow bin on Tuesdays.
No Measurement, No Worries? What Apple’s Latest Privacy Changes Mean For Marketing
Privacy added to the list of reasons why Apple can charge you $2,000+ for an iPhone.
Life At LinkedIn With Head Of Agency & Channel Sales Lara Brownlow
Close your eyes and transport yourself into the LinkedIn offices here. Although, that will make it very hard to read.
“We Will Play By The Same Rules”: Google Says No To Self-Preferencing Ahead Of Third-Party Cookie Removal
Google says it will play by the rules here, although it isn't really a fan of the draw four rule in Uno.
The Turning Tide Against Surveillance Capitalism
Do you ever get the feeling you're being watched? If so, read this piece... or just close your blinds.
