Ad rejected by industry journal for making sexual reference
An ad for a software firm has been rejected by an industry magazine on the grounds that it is overtly sexual.
The ad for Total Synergy was blocked by Engineers Media, publisher of Engineers Australia magazine – but did run in other industry titles Architecture Australia and Architectural Review.
“I asked whether it was the pierced stomach, the tats, the nappy or the high heels that was the problem, and was told it was the overall sexual reference that was not acceptable,” said Total Synergy’s marketing manager Katie Yates, who co-wrote the ads with the company’s CEO.
The ad also featured in an email campaign, online and on event signage. They were designed by Aqua Agency.
“We have had no complaints from other media, and they have sparked much conversation and laughter,” Yates added. “The last thing we want to do is offend the market with our ads. Our business has a strong track-record in the market and we believe we are a responsible advertiser.”
An ad in Engineers Australia magazine costs around $4000 and goes out to 53,000 professional engineers. The magazine’s marketing manager Terry Marsden responded: “It’s a policy that we have laid down by our board of directors. No content, editorial or advertising, should have sexual references. We reach a very conservative market.”
Marsden added: “We have lost revenue because of this, and we may not see the advertiser back this year. I don’t have a problem with their creative approach. But we have to draw the line. I’m afraid, there are no borderline cases.”
Other executions in the Total Synergy ‘More time for…” campaign:
“…who co-wrote the ads with the company’s CEO”. Enough said??
Can someone explain to me how that is sexual?…
I’m a little slow this morning Alison, what do you mean?
The Marketing Manager and CEO writing them may offend the ego of some, but they seem to engage emotionally and amusingly (compare / contrast with current Panasonic excruciating mess). That alone makes them stand out from the dross in their market.
Far better that than a list of dull software product specs or Powerpoint-as-an-ad executions more often seen.
I think the Engineers Australia board of directors may have a few skeletons in their closet if they find this overtly sexual…
@BustedPancreas… I guess my comments were in relation to the fact that while anyone can write a reasonably amusing advertisement, a professional agency would also have considered the target audience they were communicating to as well as the media placement. It doesn’t surprise me that a trade mag targeting a conservative audience such as engineers took issue with the ad that was submitted… IMHO.
…and sorry to hear about your pancreas!
I like the ad, but I can see the magazine’s point. I don’t know, could the same effect have been had by using say a fully clothed made-up tranny? I would see that as less sexual. There is a real fettishest vibe about this.
Thanks Alison, makes sense to me!
Don’t worry about my organs; belly-piercing experiment gone wrong.
wow-they changed five words of copy in each execution. Relevancy is pretty low. Ah well, it’s a boring sell getting more coverage than the run-of-the-mill stuff I’m sure.
It’s often the case that when people are offended by something they label ‘sexual’, they’re inadvertently disclosing a little too much about their own preferences.
(For the record, no lady-boners here.)
Why wouldn’t the CEO would have a great deal of valuable insight into the target audience..?
Thought this was quite fun. And I’ve read far worse copy from agency pros.
They should have rolled with the ‘more time for family’ ad for that publication… They may have chosen the ‘cross dressing’ ad for the engineering mag knowing it would not be accepted, hence generating a story…
I said hence. hehe.
Definitely stand out as different than a normal software ad. Respect the attempt at humour. Like the “more time for” concept, particularly given their audience (arch & design firms).
But: 1) the images aren’t positive, they’re negative and that negativity is then transferred to the company. 2) because they are so different than normal software ads, they are putting themselves in a different category. Yes, they get attention for being ‘out there’ but do Synergy’s clients want to rely on an ‘out there’ software? Business management software is supposed to be reliable, not risky. They took risks here. Seem cowboy-ish, a small company thing to do. That may endear them to other small companies, or it may make them too risky to choose.
@bolly I don’t like things with fettishest vibes.
& we have another comment bitch session….
“the images aren’t positive, they’re negative ” Negative how?
Personally, I like the ad and think its ridiculous that it got banned
@ MsM.Everything you said is posssibly true…..and was no doubt said about a company like Apple over the years in the I.T space … Good on them for having a go and being different!
Why do creative agencies think they are the only people inthe world able to come up with a creative idea and copy for an Ad?
I would guess that the Marketing Manager and the CEO would know more about the business and target audience than some young 18 year old copy writer working accross 4 pieces of business.
Good on them. What looks like a bog standard product and company out there testing new things and taking some risks.
I work in the engineering industry and its about time we had an injection of humor. Most of my colleagues would enjoy the giggle this ad evokes. Engineers have a sense of humor and are not staid as is suggested by Engineers Australia.
too close to the bone for the engineering community?
I agree with Carol-anne. Engineers Media are assuming all engineers are boring and can’t handle a bit of bare skin. I know quite a few engineers that are far from conservative and would appreciate the fun of these ads.
Another fail by a media channel making a bum decision about things they’ve got no idea about that end up making news and having adverse effects on their brand. Engineers Australia – F (for FAIL), must try harder to be clever.
@MsM You seem a bit too familiar with this company to try and pretend you are an unbiased professional passing comment. Why don’t you fess up who you are?
Not sure why this company is being criticised for doing something a bit left of centre and fun. What’s their alternative a product screenshot or some boring advertorial that we all glaze over? I don’t imagine they’re working with big budgets – good on them for giving it a go! It’s not ad-agency-perfect. But it’s not bad either. I can see the humour in it.
Love the ad!
We would love to run this campaign for you.
These ads would stand out like dogs bollocks in the trade mags they are targeting..
This image must be a stock image, as it is also used for this recycled fashion store in Sydney: http://www.ussedabbussed.com/ and is used in the store’s magazine advertising as well.
I don’t think it’s sexual – just odd, and eye-catching because of it. Whether it’s effective is another story…
Wow, you guys must know some engineers that I don’t…I’m surprised he’s not wearing a bottle-green vest and sensible shoes.