The Tool Shop ad banned for objectifying women

The Advertising Standards Bureau has upheld a series of complaints made against an outdoor campaign that it depicts women as sex objects.

The campaign, for The Tool Shop, shows three women tradies next the line ‘Imagine all 3 at once? We can…’

The advertiser objected to the ruling, stating: ”The women are in no way dressed “provocatively” nor is the tag line referring to anything sexual. We also struggle to comprehend how this billboard in any way, shape or form could ‘suggest that women are sexual objects’.”

The ASB considered that the text was more likely to be read as a reference to having sex with all three women at once, rather than being able to purchase all three tools in one place.

Overall, the ad clearly presented the women as sexual objects to be purchased or used and did so in a manner that was demeaning to women, the ASB ruled.

The campaign will be removed by the beginning of August.



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