don’t drink james boags
Hi all,
Please go to Erin Dolan’s website at http://www.donotbequiet.com to see the letter I wrote to James Boags regarding a tv ad that has me seeing red.
You can view the actual ad at http://www.boags.com.au/files/00191-Advertising.asp
Here’s the response my friend Judy received from Boags when she also protested the ad:
“All advertising used in the campaign are from photographs by world renowned photographer Helmut Newton. The commercials have used his photographs as inspiration
>maintain the image as a key element in the story. His photographs portray a theme of sophistication, intrigue and style – similar to the way consumers see our brand. The campaign has been extremely successful over the past 10 years as they have differentiated o u r brand from every other in the market.”
Here’s Boags’ response to the Advertising Standards Board:
“In today’s society, it is clearly understood that whilst women have every right to dress attractively and provocatively, it does not follow that they are making a statement that they are open to sexual advances from anyone. We believe that the majority of people have seen these advertisements as a playful interplay between a man and a woman who are euqlly matched in confidence and wit.”
Here’s the Advertising Standards Board’s determination:
“The Board was of the view that in the context of the prevailing community standards, the majority of people would not find this advertisement offensive. The Board found that the depiction did not contravene the provisions of the Code relating to the portrayal of people (sex) and the portrayal of sex/sexuality/nudity.”
Please consider also boycotting Boags, writing to Boags and writing to the ASB to let them know that, indeed, prevailing views are not so far gone that it is okay to sell products through the blatancy of a woman in a bikini spreading her legs open. It’s actually pretty in-your-face.
I’m feeling more and more like I must speak up so mainstream voices aren’t the only ones heard.
And check out the rest of Erin’s ezine while you’re at DNBQ – she’s a gal who speaks out loud and clear.
