News

ASB dismisses complaint that Schick campaign objectified women

Complaints suggesting a campaign by Schick was sexually objectifying women in an effort to sell razors have been dismissed by the Ad Standards Board (ASB), with the board ruling “the level of actual nudity is not inappropriate in the context of a limited audience of Facebook members” and the woman appeared “confident and empowered”.

The campaign saw the brand ask the public to upload their photo in a competition to be featured on a T-shirt.

It was promoted using a video featuring a woman wearing several layers of the shirts which she rips off as the ad progresses, before she pulls the final shirt up with a message appearing prompting viewers to click here to see what happens next. Campaign group Collective Shout hijacked the campaign, encouraging its followers to upload a photo featuring a message against sexism.

Complaints to the ASB said: “Schick is sexually objectifying women to sell razors. This product is “Schick for men”, this is not a women’s grooming product. It is difficult to see  how Schick could justify the use of a woman stripping other than for the purpose of sexual objectification.

“What is the connection between a topless woman and a men’s razor? Using Facebook – a social media platform for users aged 13+ – to promote this video is  socially irresponsible.”

Energizer, the parent company for the Schick brand, defended the campaign, arguing it was only accessible to those aged over 13 “and more particularly to consumers who have ‘liked’ Energizer’s Schick Facebook page”.

“The Facebook page is intended to appeal to men of shaving age, and as a social media-based advertisement for men’s razors, the Advertising is not in any way targeted at under 18s.

Energizer argued the campaign “does not portray women or depict material in a way that is capable of discriminating against or vilifying a person or a section of the community on account of their gender”.

“The woman in the Videos is depicted as happy, confident, attractive and secure in her  surroundings. This carries through to the images of the models on the Schick Men Facebook page, who have similar confident poses and upbeat expressions.”

“The underlying concept of the Advertising – female models wearing t-shirts with a man’s face on them – is a playful theme tailored to the predominantly male, social media-based audience  for the Advertising.”

While Energizer accepted the campaign employed sexual appeal, it claimed that it was “at all times positive, discreet and appropriate to the limited circulation of the advertising on social media”.

In its ruling, the board considered that “it was common practice for advertisers to use attractive models, both male and female, to promote a wide range of products” and that the product could also be used by women.

In relation to the complaints around the woman stripping, it was the board’s view that “the level of actual nudity is not inappropriate in the context of a limited audience of Facebook members”.

It also noted “that the model’s behaviour in the advertisement is flirtatious but considered that it was not sexualised”.

The complaints were dismissed.

Miranda Ward

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.