Feeds

ASA finds Mazda 5 surprisingly stimulating

Rejects breast-related TV ad complaints

Gartner critical capabilities for enterprise endpoint backup

Hundreds of complaints about an advert for Mazda, that showed a female mannequin becoming sexually aroused by a driving experience, have been rejected. The ads were likened to the family-friendly humour of a Carry On movie.

The ad showed a man loading female mannequins wearing lingerie into the back of a Mazda car. As the Advertising Standards Agency describes it: "The camera focused on the smooth breasts of one of the mannequins."

Viewers of the TV and cinema ad saw the man driving around a city, inter-cut with shots of the same mannequin's face and its hand hitching up its negligee to expose the top of its stockings. Its eyes glazed over. The man parked outside a lingerie store and lifted the mannequin out of the car. Its chest was at his eye level. Its nipples were now erect. The driver gave the mannequin a bemused look. There was a shot of the mannequin's face and the sound of a woman's giggle. A voiceover said: "The all new Mazda 5. Surprisingly stimulating".

The ASA received complaints from 404 viewers who said the ad was offensive in its sexual reference; or that it was demeaning to women by portraying them as sexual objects; that the broadcast times were unsuitable because the ad would be seen by children; and that it should not have been shown in cinemas for movies that carried a PG rating.

OUT-LAW also received a complaint from a viewer of the ad: "I wish to complain about the new car advert. Where he puts the mannequins in his car and drives off, one lady gets roused (sic), with her nipples erect, it is very degrading to all women." We redirected the complainant to the ASA.

The ASA heard from the Broadcast Advertising Clearance Centre (BACC) which "considered the ad's creative treatment carefully." Key to its approval appears to be the driver's surprise and confusion in the end scene: he showed no sexual interest.

The Cinema Advertising Association also found the sexual reference "mild" by comparison to much of the innuendo in PG films. It compared the humour to that of a Carry On movie.

The ad agency, J. Walter Thompson, said its ad highlighted the exciting aspects of a type of car that many may regard as uninspiring. French, German and British audiences "reacted positively" to the adult theme in test screenings.

The ASA wrote: "We understood that the depiction of a mannequin becoming aroused by the excitement of a journey in a car may not have been to everyone's taste but we did not consider it likely to cause serious or widespread offence."

As for the concern about objectifying and demeaning women, the ASA considered that the intention was "to humorously present the absurd notion that an inanimate object could be turned on in the first place."

It concluded: "We considered that to the majority of viewers the sexualisation of the mannequin would not have been taken to be demeaning to women or portraying them as sex objects."

Copyright © 2005, OUT-LAW.com

OUT-LAW.COM is part of international law firm Pinsent Masons.

Next gen security for virtualised datacentres

More from The Register

next story
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
Ex-Apple man Sam Sung - for it is he - sticks namebadge on eBay
Stump up via tat bazaar, do a good thing for ill kids
Check your Clungene, Irish women warned
Have a quick shufti, you may not be pregnant after all
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.