In breaking news, it appears B&T was wrong (it was bound to happen eventually). Previously, we stated that the latest Dr Squatch ad, starring Sydney Sweeney, was “bound to be the most cancellable ad of 2024”, but in shocking news, a complaint against the ad was dismissed by Ad Standards.
The ad in question features the 27-year-old Euphoria star humorously engaging with viewers, saying, “Hello, you dirty little boys. Are you interested in my body… wash?”
Throughout the ad, Sweeney is shown enjoying a bubble bath and appreciating the natural aromas of the men’s grooming line, which was founded by Jack Haldrup in 2013.
“Well, you can’t have it, because this isn’t for boys. It’s for men. This is Dr. Squatch Natural Body Wash with long-lasting, natural aromas like wood barrel bourbon, pine tar, coconut castaway, and fresh falls”.
She continues by urging them to visit the brand’s website, adding, “You’ll finally get the attention you deserve, so go to drsquatch.com today and quit being a dirty little boy!”
But not everyone was thrilled with the campaign, with a complaint made to Ad Standards calling that 30-second spot a sexist objectification of women “for the sake of selling products to men”.
“This feels like an ad straight out of the 1950s… as a young person, I was shocked and disappointed to see this kind of advertising still around in 2024,” the complaint stated.
Dr Squatch chose not to respond to the complaint.
The panel noted that while the spot features Sweeney in a bathtub using sexual innuendos, she is appropriately covered by the bubbles in the bath, and there is no focus on her body parts. The Panel considered that she appeared confident and in control, and there was no suggestion that she was an object to be used. The Panel considered that while she is intentionally using her sexuality to draw attention to the product, she is doing so by choice.
It also considered the suggestion that issues of sexuality and nudity were not treated with sensitivity to the relevant audience, the panel noted the advertisement was a sponsored ad on TikTok. The Panel considered that TikTok requires users to be at least 13 years old, and the relevant audience for this advertisement is likely to be people over 13.
The Panel ultimately found the sexual themes in the advertisement to be mild and were treated with sensitivity to the TikTok audience.
Finding that the advertisement did not breach any other section of the Code the Panel dismissed the complaint.
