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Elle Baché ignores OMA advice and shows ‘sexualised’ ad to Fleet Review crowds

Cosmetics brand Ella Baché has ignored a ruling from the Outdoor Media Association and displayed a “sexualised” image despite being advised it was likely to breach advertising guidelines.

The controversial Ella Bache image displayed at Customs House | Pic: Elly Wright

The controversial Ella Bache image displayed at Customs House | Pic: Elly Wright

The image was projected on a lightbox displayed outside Customs House at Sydney’s Circular Quay as crowds of more than a miilion turned out for the Fleet Review to mark the Australian Navy’s 100th anniversary.

The stunt comes a month after Ella Bache revealed that while an image of naked models smiling had passed the scrutiny of the OMA, a similar version of the women looking serious had not.

Ella Bache

The approved Ella Bache ad

ella bache banned

The unapproved Ella Bache ad

Although the Advertising Standards Board upholds the voluntary advertising codes of practice, the OMA provides advice to its outdoor media company owners about whether an image may be in breach. If the members seek advice, they are then obliged to refuse to post the ad.

At the time, Charmaine Moldrich, CEO of the OMA told Mumbrella: “We felt that the image where they looked happy and in control they are empowered, but we felt that the image where they are staring down the camera they are more sexualised.”

Ella Bache was able to show the ad on the lightbox, because it is not owned by an OMA member.

The 3m x 3m installation – provided by specialist lighting agency Spinifex – also spent a few days near the Sydney Opera House.

The ASB will not automatically consider whether the ad appearing at Customs House breached its rules – it would require a complaint from a member of the public to trigger an investigation.

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