MyPlates switches focus to ‘success of man proofing’ in latest phase of TV campaign
Personalised number plate firm MyPlates has kicked the off the latest phase of its controversial TV campaign with chief executive Daryl Head braced for more complaints from the public.
The two initial ads, which depicted a man breaking wind and another picking his nose, generated more than 350 complaints although all are believed to have been dismissed by the Advertising Standards Bureau (ASB).
The latest trio of ads show a woman being interviewed, another taking delivery of her number plates to the disappointment of her partner while the third shows a teenager recoiling at the thought of driving his mum’s car.
Head said the new ads, which had been shot before the controversy of the first two commercials, are “clean humour”.
“They take on a different flavour. The first two ads were setting up the story and the three news ones are about the success of man proofing. They’re about what happens if you do man proof your car,” he said. “They may not be as confrontational but it will be interesting to see if we get people crying foul about sexism.”
The ads will air throughout August with another round of ads set to screen in October.
“Those ads will be targeted at fellas,” Head said. “We try to do three or four big campaigns a year so we’ll be in your face a bit.”
Steve Jones
The first ads were pretty good – the wifey laughed out loud due to their accuracy.
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I think they are fantastic adverts. Very Clever and worthy of a campaign award. If people are going to complain about this, they have too much time on their hands. There is far more graphic and upsetting pictures on the news or take Embarrassing Bodies….. go complain about those first.
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Why are all the men pictured in these ads white? Why aren’t these plates man-proofing black or asian men?
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Viewer: Because white people typically rate higher on television in Australia. Just look at SBS, lower ratings. Same as if you put a white person on TV in China, they would rate lower.
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Viewer: I think you’ll find that if you conducted a thorough analysis of all advertisements in Australia across all mediums that the vast majority of them feature white people. Just about every FMCG ad features the stereotypical white, nuclear, happy family i.e married white couple with two or three kids (mix of boys & girls) and at least one pet, with the husband going off to work and doing the cooking, cleaning, school run, etc….just a fact of advertising and marketing life in this country it seems……
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“wife” doing the cooking etc…
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