Diesel adverts run out of fuel
Source: Agencies |
July 1, 2010, Thursday
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Print Edition
Print Edition
FASHION label Diesel has been banned from using two adverts showing young women which a UK standards watchdog said would likely cause serious offense.
The first shows a woman holding open the waistband of her bikini bottoms and taking a picture of her groin as a lion prowls behind her.
In the second, a woman stands on a step ladder whilst lifting up her top to expose herself to a security camera.
Both carry text saying: "Smart may have the brains but stupid has the balls. Be stupid. Diesel."
The Advertising Standards Authority said yesterday 33 complainants had said the ads were offensive, unsuitable to be seen by children and encouraged anti-social behavior.
Diesel responded that the ads intended to show femininity in a different, unique way. "The posters portrayed a very strong and unexpected image of femininity, aligning it with typically masculine themes such as the lion and that the confident behavior in the combination with the use of the text 'stupid has the balls' described her way of thinking," it said.
It said it had neither showed any "provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads."
Whilst the ASA acknowledged that the posters did not show any full frontal nudity, it decided that they contained sexual undertones that were likely to be seen by children. It said of the surveillance camera ad: "We considered that the image portrayed socially challenging actions that might be attractive to younger consumers who would be interested in the youthful and edgy fashion range and might encourage behavior that was anti-social or irresponsible."
The first shows a woman holding open the waistband of her bikini bottoms and taking a picture of her groin as a lion prowls behind her.
In the second, a woman stands on a step ladder whilst lifting up her top to expose herself to a security camera.
Both carry text saying: "Smart may have the brains but stupid has the balls. Be stupid. Diesel."
The Advertising Standards Authority said yesterday 33 complainants had said the ads were offensive, unsuitable to be seen by children and encouraged anti-social behavior.
Diesel responded that the ads intended to show femininity in a different, unique way. "The posters portrayed a very strong and unexpected image of femininity, aligning it with typically masculine themes such as the lion and that the confident behavior in the combination with the use of the text 'stupid has the balls' described her way of thinking," it said.
It said it had neither showed any "provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads."
Whilst the ASA acknowledged that the posters did not show any full frontal nudity, it decided that they contained sexual undertones that were likely to be seen by children. It said of the surveillance camera ad: "We considered that the image portrayed socially challenging actions that might be attractive to younger consumers who would be interested in the youthful and edgy fashion range and might encourage behavior that was anti-social or irresponsible."
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