‘Pornographic’ AAMI dancing girls given the all-clear

AAMI’s singing and dancing advertising fleshfest has been cleared of complaints that its content is sexist.

The Badjar Ogilvy ad “Fair” – inspired by the musical Hair triggered significant debate on Mumbrella over the skimpily dressed women when it launched in December.

And the insurance brand’s ad also triggered complaints to the Ad Standards Bureau. One complained:

“This advertisement utilises females in ‘skimpy’ bikinis washing a car in what can easily be described as of a pornographic nature. If I wanted to see offensive images such as this I would turn on SBS late at night.”

AAMI defended the ad, arguing:

“The ad has been filmed in a world of hyper reality – almost an advertisement as a stage musical. It is very clear that the ad is not depicting a real world environment – but a world where our safe driver is surrounded by these accident prone individuals causing a level of mayhem. The cast has over 100 participants including a selection of dancing girls. There are also road workers, a hippy, 3 women in motorised wheelchairs, a gospel choir, a lady riding a pushbike and a lollypop lady along with various other cast members.”

And the ASB ruled: “The Board noted that there are lots of people shown in the background of the advertisement, including a group of nuns and a group of workmen, and considered that the bikini-clad girls are not the focus of the advertisement but rather part of a large ensemble background cast. The Board considered that the advertisement does not objectify women.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.