Advertisers take note: these are examples of what not to do.
That is, unless it’s your goal to offend as many people as you possibly can.
As our Western world has become more politically correct than ever, Australia’s Advertising Standards Board receives thousands of complaints each year about “offensive” advertisements.
Of the 10 ads that people seemed to have the biggest problem with, the board found only one to have violated the industry’s code of ethics. That designation goes to the Ashley Madison jingle, in which a man sings that he is “looking for someone other than my wife.” It’s safe to say it hasn’t been a great year for the company.
The most complained about ad was deemed offensive for the mention of a low-level swearword. A GM Holden advert for its Colorado 7 four-wheel drive that features a boy imitating his father’s sneer about “bloody caravaners” topped the list with 161 separate complaints from (easily offended) people who found the remark “offensive” and “irresponsible.”
As for the company, they called the remark “tongue-in-cheek.”
The board found that the word “bloody” was “a colloquial term used express frustration or to emphasize what is being said.” Because of this, it was permitted. The board also dismissed claims that the ad promoted dangerous driving.
“The board considered that the use of the word ‘bloody’ in this advertisement is not aggressive and is lighthearted and ironic considering the man is towing a caravan himself,” the decision stated.
In some cases, people are probably being a little too sensitive; but others – like Reba Wilson’s p*ssy reference-filled spot – is a little raunchy, even for me.
With everything from inappropriate language and sexual references, to concerns over animal rights, here are the top 10 ads that people found most offensive.
Holden
The commercial features a man driving and complaining about “bloody caravaners. The “inappropriate” language offended people and the belief the ad promoted dangerous driving. It received 161 complaints but was dismissed.
Ashley Madison
Viewers were less than amused by an Ashley Madison commercial that featured men singing about “looking for someone other than my wife. The main issue of concern was “gender discrimination or vilification,” with 138 complaints. It was upheld.
Fantastic Snacks
This commercial shows a wife licking Delites chip flavouring from her husband’s lips. Not surprisingly, the issue of concern was “sex, sexuality or nudity,” with the ad receiving 85 complaints. It was dismissed.
Unicharm
A TV ad for Sofy BeFresh feminine hygiene products features a woman in a variety of stereotypical doom and gloom scenarios related to having her period. The issue of concern was “gender discrimination or vilification.” A total of 76 complaints were made before the case was dismissed.
Sports bet
This TV spot featured a sweaty man wiping himself at the gym. The main issue of concern was social values, with 71 complaints. The case was dismissed. The content has been removed from online channels.
The ad has since been removed, but Sportsbet’s YouTube Channel has plenty of offensive to spare.
Stan
This admittedly raunchy TV advert starred Rebel Wilson, referring to a cat on her lap as her “big p*ssy” and engaging in banter about it. The main issue of concern was “sex, sexuality or nudity,” with 66 complaints. It was dismissed.
Unilever
A commercial for Lynx hair care products that featured two men kissing didn’t go over so well. The main issue of concern was “sex, sexuality or nudity.” It received 62 complaints. It was dismissed.
Hyundai
A Hyundai television ad that featured a woman flicking her belt at a snake didn’t sit well with the animal rights activists. The main issue of concern with the commercial was “violence or cruelty to animals,” with 59 complaints. It was dismissed.
Sca Hygiene
A commercial for Handee Ultra features people saying “oh sheet” after household spills and reaching for a paper towel. The main issue of concern was “inappropriate language.” The spot received 56 complaints, and was dismissed.
Edgewell
This TV spot for women’s razors featured three women trimming and shaping bonsai plants in front of their crotches. The main issue of concern was “sex, sexuality or nudity.” The spot received 53 complaints, and was dismissed.
What do you think? Are the complaints warranted or overly sensitive?
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