A raunchy ad for a female shaving aid Femfresh has been banned by UK censors for “objectifying women” and carrying a real risk of causing “serious” and “widespread offence”.
The ad, featuring a trio of dancing girls complete with close-up crotch shots, quickly caught the eye of the UK’s Advertising Standards Authority (ASA) when it first appeared in April.
Despite only 17 complaints from the public, the ASA deemed the ad was overtly sexual and was also demeaning to women.
However, the makers of Femfresh, Church & Dwight UK, argued the product was aimed at young women, featured young women and was choreographed by a female choreographer and featured dance, yoga and Pilates moves most of the audience would feel comfortable with.
It also claimed the crotch close-ups were designed to highlight that the product could give consumers a smooth bikini line.
However, the ASA was having none of it, stating in its findings: “Even taking into account the nature of the product, we considered that it had been presented in an overly sexualised way that objectified women.
“We concluded that the ad was likely to cause serious or widespread offence and therefore breached the code.”
It ruled that the TVC must not appear again in its current form, adding: “We told Church & Dwight not to use advertising that objectified women and which was likely to cause serious or widespread offence to promote their products.”
The United Nations Development Programme has launched its largest and boldest global advocacy and behaviour change campaign to date, “Don’t Choose Extinction” via Wunderman Thompson Australia. The campaign created by Wunderman Thompson Australia, in collaboration with Activista, Framestore and Mindpool, the “Don’t Choose Extinction” campaign is designed to engage the world in a drive towards […]
Eight years after opening their doors in Sydney, production company, Entropico has opened in the US. Co-founders Harry Hunter and Erin Moy share with B&T, how they’ve managed to expand and thrive during a pandemic. Entropico has an integrated approach to creative production. The production house is known for investing in new talent, as opposed […]
In a push to drive increased vaccination numbers and reduce the gap in numbers between First Nations people and the general population, New Word Order were tasked with creating one of the first bespoke COVID-19 vaccine websites in Australia. This new website fills a vital gap in the market by providing vaccine information directly to Aboriginal and Torres Strait Islander communities.
Foxtel Media today announced the launch of FOXTEST, a new initiative to help brands explore the future frontiers of advertising. Representing an investment of $3 million, FOXTEST will see Foxtel Media partner with brands to run experiments across advertising content, experience, and data. FOXTEST is born from on-going campaign innovations with brands such as Hyundai, […]
Adobe HAS kicked off Adobe MAX 2021, the largest creativity conference in the world. The company delivered innovation across Creative Cloud flagship applications and introduced new collaboration capabilities to fuel new levels of creativity for millions of customers worldwide, from students to social media creators to creative professionals. It is another big year for Adobe who have […]