‘Offensive’ Shower Power Ad Gets Thumbs Up: Ad Standards

‘Offensive’ Shower Power Ad Gets Thumbs Up: Ad Standards
SHARE
THIS



The Advertising Standards Board (ASB) has received several complaints about a OzKleen ‘Shower Power’ advert which features a bloke cleaning the shower in his red speedos.

This TVC features a male voice-over, in the style of Arnold Schwarzenegger, saying, “Shock. Shower power actually works” with “instant results in 60 seconds”. But viewers get a bit of an eyeful when Captain Power turns to face the camera…

A selection of the complaints:

  • The advert shows a man in his underpants using the product
  • The ad has a male wearing small swimming togs with a tool belt that he hooks the bottles of Shower Power to. The last image is a close up of his crotch which is unsightly and offensive.
  • Full frontal close up of a man in his jocks. Not suitable for tv.
  • It looks gross seeing what a man has between his legs don’t get what that has to do with cleaning

The advertisers response was that generally people do not clean their showers fully clothed, so this ad isn’t offensive:

The actor in question is depicting a man cleaning his shower, in general people do not clean their showers fully clothed they either clean the shower whilst they are actually taking a shower or while they are in their underwear/swimwear this is due to the nature of cleaning a shower you will get very wet whilst rinsing off the cleaning agent.

Our actor was wearing a pair of red swimming trunks, the trunks themselves were not tight fitting or low cut in any way. Simply standard swimming trunks.

The section of the ad the viewer took umbrage to was not in any way meant to focus on “what a man has between his legs” it was in fact to showcase the brand Shower Power on the actor’s toolbelt. We made every effort to ensure there was no visible signs of the genitals in this section of the ad and we are of the opinion that this was successfully achieved.

The ad itself is aimed at showcasing the products effectiveness in an upbeat and humorous fashion.

The ASB agreed with Captain Power: “The style of speedos worn by the man in the advertisement are consistent with a style of swimwear worn by many men in Australia and in the Board’s view there is no undue focus on this part of the man’s body and the man’s private area is appropriately covered.

“The Board determined that the advertisement did not breach Section 2.4 of the Code”.

Please login with linkedin to comment

Captain Power INDEPTH

Latest News

Bridge Road Brewers Launches Non-Alcoholic Beer Campaign Via By All Means.
  • Campaigns

Bridge Road Brewers Launches Non-Alcoholic Beer Campaign Via By All Means.

Craft brewery, Bridge Road Brewers is encouraging Australians to embrace its non-alcoholic beer Free Time, via By All Means. Free Time, a non-alcoholic pale ale, is the latest innovation to hit shelves from the Beechworth-based brewery. Bridge Road Brewers, The social media-led campaign via By All Means, aims to communicate that Free Time is everything […]

B&T’s Tokyo Wrap: Your Daily Dose Of All The Game’s Best Gaffes, Blunders & Cultural Insensitivities
  • Media

B&T’s Tokyo Wrap: Your Daily Dose Of All The Game’s Best Gaffes, Blunders & Cultural Insensitivities

The Tokyo Olympics has kicked off. Besides the joy of watching athletes excel in their respected sports, the Olympics always serves as an opportunity for media blunders. The Games officially commenced on Friday, and the coverage of the Olympics has already managed to make its own headlines. The opening ceremony kicked off with a Canadian […]

by B&T Magazine

B&T Magazine
“Tone Deaf!” Optus’ #SignYes Campaign Encouraging Aussies To Learn Auslan Cops A Roasting From Deafness Advocacy Groups
  • Campaigns

“Tone Deaf!” Optus’ #SignYes Campaign Encouraging Aussies To Learn Auslan Cops A Roasting From Deafness Advocacy Groups

Telco firm Optus’ latest campaign to encourage people to learn Australian sign language – or Auslan, as it should be correctly referenced – has fallen foul of the very people it was aimed at helping – Australia’s deaf community. The TikTok-inspired campaign (read B&T’s original reporting here) is called #SignYes and features prominent Australians including […]

by B&T Magazine

B&T Magazine
APRIL 8, 2018: Phone sitting on laptop with Facebook desktop site reflecting on screen. The social media giant's stock has dipped sharply since the Cambridge Analytica scandal.
  • Media

WPP’s Mindshare Exits Facebook’s Media Agency Review

After putting their global media account – worth $750 million – up for review, Facebook has seen Mindshare drop out of the running. Mindshare, part of WPP’s media investing arm GroupM, has worked across Facebook since 2014. A number of other WPP agencies have worked for Facebook and its associated brands – for example, in […]

by B&T Magazine

B&T Magazine
London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

Snapchat added 13 million more daily users in the past quarter, marking another period of continued growth for the platform. In the same week that Twitter revealed it had experienced a significant boost in revenue, Snapchat has now had its highest-ever quarterly revenue in Q2 2021, bringing in $US982 million ($1.3 billion) during the period. […]

by B&T Magazine

B&T Magazine
Lorna Jane Fined $5 Million For False COVID-19 Claims
  • Marketing
  • Media

Lorna Jane Fined $5 Million For False COVID-19 Claims

Australian activewear brand Lorna Jane has been slapped with a 5 million dollar fine for falsely labelling activewear as, ‘Anti Virus.’ Last year, Lorna Jane claimed its activewear was ‘Anti Virus’ the brand advertised that its activewear sprayed was with an ‘LJ Shield’ – the shield was meant to protect wearers from pathogens. The ‘Anti-Virus […]

Byron Baes Faces New Challenge As Children’s Store Opposes Trademark
  • Media

Byron Baes Faces New Challenge As Children’s Store Opposes Trademark

After months of opposition from locals, Netflix’s Byron-based reality show has been hit with another hurdle. Byron Baes has been touted by Netflix as a “docu-soap” featuring a “feed of hot Instagrammers living their best lives”. Since the show was announced, it has been met by consistent opposition from locals, with many businesses announcing a […]

by B&T Magazine

B&T Magazine
Sunday TV Wrap: The Olympics Dominates Sunday As Seven Secures Almost Half The Total TV Viewership
  • Media

Sunday TV Wrap: The Olympics Dominates Sunday As Seven Secures Almost Half The Total TV Viewership

What do you do if you’re stuck in lockdown? Stare at incredibly fit people doing impossible athletic feats and critique their every move from the comfort of your couch and Oodie, obviously. After the opening ceremony snagged over two million viewers, Olympic watching habits showed no sign of stopping. Seven broadcast the gymnastics, basketball, canoe […]

by B&T Magazine

B&T Magazine
Zenith Report: Global Ad Spends To Grow 11.2% In 2021, Australia At A More Modest 9.1%
  • Advertising
  • Media

Zenith Report: Global Ad Spends To Grow 11.2% In 2021, Australia At A More Modest 9.1%

Global advertising expenditure will grow 11.2 per cent in 2021, driven by exceptional demand for performance-led ecommerce advertising and brand advertising on online video, according to Zenith’s latest Advertising Expenditure Forecasts report. Advertising expenditure will total US$669 billion this year, US$40 billion more than was spent before the pandemic in 2019. Growth in advertising expenditure […]

20/2/18: Editor in chief of The Australian newspaper, Paul Whittaker. PIC: John Feder/The Australian.
  • Media

Sky News Officially Goes Regional

Credlin, The Bolt Report, Alan Jones and more will begin officially airing on TV in regional Australia. After announcing its intentio to launch a 24 hour regional news channel earlier this year, Sky News Regional will officially launch on August 1st in parts of NSW, Victoria, Queensland and SA. According to Sky News, the channel will […]

Cummins&Partners Bolsters Sydney Team After A String Of New Wins
  • Advertising

Cummins&Partners Bolsters Sydney Team After A String Of New Wins

Following a range of new business wins, Cummins&Partners Sydney is investing in growing their team across a range of disciplines. Recent client appointments include Singapore Airlines-backed experiences platform Pelago, Indeed, F45 Group’s newest brands FS8 and Hamptons Life, and South African Tourism among others. Top L -R : Meredith Ansoul and Matty Graham. Bottom L-R: […]

Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

As event planners continue to pivot towards digital, the industry has seen the incredible audience reaching capabilities of online events. Providing dynamic, personalised events without the constraints of venue limits has allowed organisers to create new digitl experiences and engagement, aided by new tech. Now, companies are rethinking how to bring in-person event back – […]

by B&T Magazine

B&T Magazine
New Study Shows Advertising In News Outperforms Facebook And YouTube
  • Advertising

New Study Shows Advertising In News Outperforms Facebook And YouTube

The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms. When it comes to increasing brand and sales impact, ads placed in news consistently outperform both Facebook and YouTube. The findings come from The Benchmark Series, the largest cross-media advertising effectiveness study ever […]

Close-up of female hands touching buttons of black computer keyboard
  • Marketing
  • Media

Australian Freelancers Prefer Writing About Marketing And Finance, According To New Report

ContentGrow has released a new study titled The State of APAC’s Freelance Writer Economy 2021. The tech company surveyed 1,200 freelance writers and journalists across seven key markets on the bloc: Singapore, Indonesia, Philippines, Hong Kong, China, India, and Australia. The report includes actionable intel on things like rates, languages, and popular niches for content […]

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]