Thursday, November 23, 2006

:: adgruntie :: Milk ad banned downunder

+ An ad for Peters & Brownes Chill Milk in which an animated Barbie-style doll engaged in a sexy dance has been withdrawn after the advertising watchdog upheld complaints. Viewers called the ad sexist, derogatory, disturbing and offensive.
In the ad the doll washes a car's hubcaps while shaking her bottom to the camera, lies on the bonnet and slides down the windscreen wiper. She finishes her routine sitting on the bonnet with her legs apart and pouring the bucket of water over her.

The advertiser, Fonterra Brands, said it was modelled on a music video clip by Jessica Simpson singing the Nancy Sinatra hit These Boots Were Made for Walking, used to promote the film The Dukes of Hazzard. Fonterra said: "The use of the doll reinforced the parody of what was a very provocative clip … [It was] making fun of the sexual stereotype."

The chief executive of the Advertising Standards Bureau, Mark Jeanes, said the ad was "over the top" and "unacceptable in the light of prevailing community standards".

It was found to have breached the industry code, which calls for ads to "treat sex, sexuality and nudity with sensitivity to the relevant audience".

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