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Reading: Raunchy Mobile Ad Upsets Usual Suspects
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B&T > Advertising > Raunchy Mobile Ad Upsets Usual Suspects
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Raunchy Mobile Ad Upsets Usual Suspects

John Bastick
Published on: 27th February 2015 at 9:54 AM
John Bastick
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2 Min Read
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A rather racy ad for British mobile phone manufacturer Kazam Online has been banned by UK authorities after it was deemed demeaning and sexist.

UK’s the Advertising Standards Authority banned the ad after it received just eight complaints from people who deemed it “overtly sexual and objectified women” and “bore no relationship to the product”.

https://www.youtube.com/watch?v=_AXU5QYtOQc

The ad was produced by UK’s Ogilvy & Mather and shows an attractive raven haired young lady gadding about in her knickers, playing with her cleavage, biting her lip and running her hand over her thighs. She then proceeds to get dressed as the camera zooms in on her crotch and buttocks. It’s not until she puts on a shirt does she realise it contains her mobile and the voiceover says: “Introducing the world’s slimmest phone.”

The mobile company said of ASA’s decision that the ad showed a “well-known scenario – that is ironing a shirt in your underwear”. It also claimed it was for an adult audience and was only shown in evening timeslots. Prior to airing the ad was given the ‘green light’ by authorities who agreed it had sexual overtones but they weren’t likely to cause offence.

However, ASA determined that the ad was all about the woman and her underpants and not the mobile and it was “sexually suggestive”. As a result it said the ad must not air again and Kazam must make sure it does nothing similar in its future campaigns.

 

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TAGGED: Advertising Standards Bureau, Lee McClymont
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By John Bastick
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John Bastick has edited B&T since 2015, making him one of the title's longest serving editors. In that time he has overseen B&T's rise to fame and fortune. He is one of Australia's foremost authorities on all things advertising, marketing and media. Prior to editing B&T, John built a scintillating career as a pioneer in the highly successful Men's Magazine category.

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