‘Up skirting’ complaints against Razzamatazz thrown out by Ad Standards
Complaints made against an ad for stockings brand Razzamatazz, which claim that the campaign tries to make it acceptable to look up women’s skirts, have been dismissed by the Advertising Standards Bureau.
http://youtu.be/emBRRvvR1Xo
The advertiser, Pacific Brands Holdings, rejected the claim that the ‘Take your legs out’ ad portrays women in a sexualised or demeaning way.
“The shots of her upper legs and crutch as she is getting into the taxi and being stared at by the guy closing the door is disgusting,” read one complaint. “All of the shots of the men’s faces show them looking at her like she is a piece of meat.”
The ASB determined that the woman is not objectified in the ad, and the fact that her head is not shown is acceptable because the ad is promoting stockings.
Razzamatazz has used the ‘Oh-oh, Razzmatazz’ slogan and theme tune consistently over the last few decades.
i do remember thinking this ad was a little risque when i saw it but in terms of being ‘disgusting’ – i dont think so.
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“upper legs and crutch”
I don’t really think stockings are that kind of assistive device.
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So happy at this news. Good job ASB. Common sense prevails.
Back in your gone-soft box, complainers.
Wowsers.
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it’s a crotch, but if you have problems it becomes a crutch
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This is my favourite ad on TV at the moment. It’s clever, the song is catchy and I’m struggling to see how it is “disgusting”. Some people clearly have too much time on their hands if they are complaining about this – aren’t there more important things to be worrying about?!
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These blokes aren’t looking up anything – but down at something! Nice legs. I’m guessing the “Paris Hilton-style’ taxi shot tipped some over but the omission of a face kept the focus nicely on the legs and the product benefit. Well done.
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Hate to be un-PC but sometimes it’s nice to be looked at! Especially before everything heads south and all your legs are good for is getting from A to B…
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Cheesefingers – LOL.
Great ad. I don’t think this objectifies women at all – it does exactly what it should be doing: Selling fantastic looking legs if you buy these stockings.
Ease up conservatives. You need to get out more!
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“..men’s faces show them looking at her like she is a piece of meat.”
Nothing like looking at a piece of meat. You’d be quizzed by the butcher if you did that in his shop! More like appreciating a beautiful, confidant woman, which is neither a sexist nor evil nor depraved thing to do.
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Would like to find out who the Agency or production company was
for this latest Razzamataz spot. I think its a great spot.
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The complainant has obviously never seen a man eyeing off a rib-eye steak, flash-sealed in a hot pan and finished in the oven, served with a red wine sauce and a whole stack of sea-salted handcut chips.
‘Cos the guys in this ad weren’t doing any of the drooling, lip-smacking and hearty chuckling you see when a man cops an eyeful of a nice piece of meat. They were just looking at a very nice pair of legs on an obviously attractive woman. And I’m pretty sure if Jesus was around today, he’d probably cop a look too. He’d be subtle though. Very subtle.
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Um hello, it’s stockings! How else are you meant to showcase the product?
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Hi Penny,
It was actually the now sadly dissolved Happy Soldiers who developed the idea for us and the equally brilliant Mark & Louis were the directors.
Great to see the feedback!
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Why, is there something wrong with upskirting?
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