The new Bonds advertisement has taken over our Australian TVs, showing Hamish and Zoe Foster-Blake being really cute together.
The advert shows off the couples hot body in the new sport wear the brand has released. At one point, it shows Zoe pulling down her hubby’s pants and slapping his bottom.
Now several complaints have been made about the popular underwear company, portraying male as sexual objects to their viewers.
One complaint read ‘The ad clearly objectifies men and shows how they are sexual objects to the viewers; is this message what we want children and other viewers to think?’.
Someone else added ‘I feel this is derogatory towards men, also promotes putting down another person’.
Bonds responded with “the couple have a high profile relationship and the fact the advertisement was screened during adult programming as reasons why the complaint should be dismissed’.
The Board then responded by dismissing the complaints and not taking any power against the ad, as there was no objectification of men. They also spoke about Hamish’s butt slap as “playful and in the overall context of a friendly spar, was not of a concern, and there was nothing in the man’s response to cause concern’.
So much for making an advertisement about a cute couple working out together? It was harmless fun.
