‘Grumpy cow’ ad banned as sexist, ageist and violent by advertising watchdog
A real estate agent’s ad featuring a grumpy landlady wielding a gun has fallen foul of the advertising watchdog because it breaches rules about stereotyping of older people and portrayal of violence in ads.
The ad – from Victorian real estate agency Hayeswinckle – featured an image of an old woman in a nightdress, with curlers in her hair scowling at the camera and holding a rifle.
The message on the ad read “Is your property manager a grumpy cow? Relax, nice ones do exist”.
A complaint to the Ad Standards Board said: “I believe it is ageist, sexist and not in keeping with concern re domestic violence.”
While Mumbrella was unable to track down the Hayeswinckle ad, it appears to be based on the same execution used by a Perth brand in 2015
Arguing that the ad was “a bit of fun”, Hayeswinckle said:
“Ageist? the picture is an older person I didn’t know it was discriminatory to use pictures of older people. We disagree.
“Sexiest? (sic) If we used a man in this advertisement would have that then been sexiest as well? We disagree.
“Violence? with weapons, the image is of an older woman with a gun protecting herself as though on a farm, living alone etc – We fail to see how this is violent or threatening?
However, the ASB upheld the complaint against the Geelong real estate agent on all counts, saying:
“The Board noted that the advertisement referred to the woman being depicted as a ‘grumpy old cow’. The Board considered that the stereotype of an older woman being grumpy is a negative one.
“The Board noted the advertiser’s response that the word ‘cow’ is in the dictionary as ‘unpleasant or disliked woman’, and considered that the use in conjunction with the image of an older female is demeaning and that the use of the word ‘cow’ is also negative and is degrading to women.
“The Board considered that referring to someone as a ‘grumpy old cow’ was using a negative stereotype of older women and that that this stereotype was vilifying the woman on the basis of age. “
The ASB added: “The majority of the Board noted the advertiser’s response that the image was showing an
elderly woman defending herself, however considered that in the context of the woman being a property manager this interpretation was unlikely.
“The majority of the Board considered that showing a woman holding gun may not on its own suggest strong violence, however in the context of the woman being referred to as a ‘grumpy old cow’ the depiction can be seen as threatening and as a depiction of violence.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Sorry Tim, but that’s very obviously not a shotgun, it’s a rifle.
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Thanks for the heads-up, Phil.
Guns never were my thing (I relied on the description in the ASB case report). Duly amended.
Cheers,
Tim – Mumbrella
Getting sick of the ASB choosing what meets their taste of humour or what doesn’t. Get rid of them.
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Is the ASB determination enforceable in any way? or just a bunch of randoms throwing out their opinions?
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Hi Question,
The ASB is funded by the ad industry, so is self regulation rather than statutory.
Where it has power is that mainstream brands and media support it, so if an ad was banned, the big media companies would decline to publish it if an advertiser tried it.
Where it struggles is with maverick brands (Wicked Campers come to mind) who don’t use mainstream media and could ignore it if they wish.
Cheers,
Tim – Mumbrella
Only a grumpy old cow would have lodged a complaint.
Nothing to see here. Everyone get back to work, the summer break is over.
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I would just like to say that in all my life to date, I have never encountered a grumpy old woman, I don’t believe that they exist. I have met many grumpy old men, I am one myself, and of course there were three films made by that title with Jack Lemon and Walter Matthau, proving the existence of grumpy old men with guns and fishing rods and attitude.
I think it is time we had a ban on the very word “Stereotype” because any depiction today by a so called actor, is an affront to life as we know it. No blacking up, no playing wheelchair bound persons, no negative characterisations depicting women, and especially old women. The use of foreign accents is also racist, and ethnic differences are to be avoided, unless the ethnicity is Pommy, or at least Caucasian and English speaking . If we stick to this rule, we may be safe to at least rehearse the next play before it comes under scrutiny.
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One is tempted to begin seeing Rosser Reeves famous get-out-of-jail quote as becoming something of a prophecy (if we are accepting all creativity has the potential for offence).
‘Advertising works openly, in the bare and pitiless sunlight’.
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