Berlei’s ‘offensive’ bouncing breast ad cleared by watchdog despite over 130 complaints
Berlei’s latest television commercial, which depicts small stress-balls shaped like breasts bouncing around, has been cleared by the ad watchdog despite receiving over 130 complaints to the self-regulatory board.
Viewers who complained to Ad Standards about the ad, labelled it as “graphic”, “offensive”, “degrading”, “inappropriate”, “violent” and “aggressive”.
The Foxtel advert “What the 4K” also was deemed to be ok, although its meaning is very plain. Just because some words are regrettably used too often it is disappointing that the advertising business cannot strive for a bit higher standards. It seems that the bar is fairly low!
Not everyone will be able to expand their minds. The fact is that the bouncing balls are not actual breasts. The link is being made visually, between sport, the obvious punishment endured by various balls in play, and the similar punishment transmitted to unsupported breasts.
To those who complained that testicles were not used, there are two distinct answers; one is the fact that the product being advertised is designed to support breasts, and testicles represent part of the reproductive organs, which are still in 2018 considered obscene.
My personal opinion? Anyone who finds female breasts anything other than beautiful, life affirming, very pleasant and in need of respect and protection, has at least a slightly perverse mindset.
Very good creative work, very good visual and audio artistry, forming a very effective and very good quality advertisment.
the people who made these complaints are the reason why the Trumps and Scott Morrison’s get to be in positions of power.
I wonder if Bonds could make an ad with ‘bouncing balls’ showing testicles???
I’ve noticed that some of the most irritating ads on tv are by The Monkeys. And I don’t work for the opposition or in media, just interested in giving unbiased opinions.
hi Donna, you’ll be irritated to know it’s part of the job in advertising to make sure their ads are noticed. They would have some very upset clients if they weren’t.
I find a lot of The Monkeys work a bit too trying. Oh, and I’m not in the industry, just interested in what the viewer is exposed to and who is responsible for what is offered up.
I don’t like it. I find the foot and breast-ball juxtaposition to be cringe-worthy. I think the ad was designed by a person who doesn’t like women.
I liked it and not offended by it. I wish I did this ad. I work out all the time and it spoke to me especially since I wear 2 sports bras to hold everything in place.