Advertising Standards Board (ASB) has ruled in favour of Specsavers TVC which was accused of reverse sexism, objectifying the male body and insulting the intelligence of women.
Check out the TVC below:
A sample of comments which the complainant/s made regarding this advertisement included the following:
- It’s probably the most blatantly sexist advertisement on TV and belongs in the early 1970’s. it sexually objectifies men and insults the intelligence of women. it has a very smutty dirty undertone.
- Simply reverse the sexes for a moment.
- Old man his daughter is visiting. Same scenario. I’m not spending your inheritance, i’m leaving it to Roxanne- cut to clantily clad maid dusting furniture.
- It really is disgusting and had the sexes been reversed wouldn’t have lasted a single night. in fact it would never have been aired once with the sexes reversed. therefore, i put it to you that there is NO room for smutty, suggestive, sexist advertising on Tv regardless of which gender it offends.
In response to the reverse sexism claims, a representative from Specsavers said: “The intention of the advertisement is to appeal to our Over 60’s demographic where we believe the humour is a light hearted attempt to speak to our young at heart audience. The advertisement is a topical scenario relating to inheritance that our Over 60’s audience may find humour in whilst promoting an offer exclusive to their age group i.e. 25% off glasses for Over 60’s.
“We believe this does not insult the intelligence of women as the lead female character is portrayed as an empowered woman. The female in the advisement is depicted as well-spoken and conservative in both her dress and language. Nothing about her tone of voice or facial expression is exploitive or degrading in tone.
“The Gardener is not depicted in any smutty, suggestive or sexist scenario within the advertisement. The male gardener in this advertisement is presented in a positive and appealing manner.”
In its ruling, the ASB said they considered that “the depiction of the man enjoying the woman’s admiration and the woman openly admiring the man are not depictions which humiliate and amount to discrimination or vilification against either gender.
The Board recognised that there is a genuine concern regarding the stereotyping of older people as being less capable or intelligent but considered that in this instance the woman is portrayed as being happy, in control and aware of her actions and comments, and having a joke at her son’s expense.”
All complaints were dismissed.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]