I was going to include a reference to breasts in the headline, but thought it would be a little too obvious (even if on topic). Reference to peri-peri sauce on the other hand!
Nando’s has run fowl of the Advertising Standards Bureau (ASB) again, this time over an ad for their Classic Double Breast Burger. They have upheld community complaints against it. The ad features a woman who can’t find her chips because her breasts are blocking her view. Not exactly a creative masterpiece, but it works.
Watch:
The Board considered that some members of the community would recognise the humour intended by the advertiser and regard the customer depicted in the advertisement as an over-the-top and ridiculous caricature, rather than finding it offensive. However, the Board also considered a significant proportion of the community would be offended by the advertisement and find that there was an element of sexuality and objectification of women that was concerning. On balance, the Board determined that the woman was depicted in the advertisement in such a way that was objectifying and demeaning and crossed the line in terms of discrimination towards women under Section 2.1 of the Code.
The Board therefore upheld the complaints.
What were those complaints? The ASB includes a sample:
‘It not only completely objectifies women, it asserts that women’s breasts, therefore women, are something to be eaten. [My emphasis] It is also sexually inappropriate for the time slot, regardless of the objectionable nature of the ad as a whole. Not appropriate for families to witness on tv. Degrading for females. Not appropriate to be compared to a burger. Sex should not sell burgers. Not necessary. The advert showed and had sexual connotations about the females breasts which were shown in a low cut top behind the burger. As a big breasted woman I found this to be offensive and think there are better ways to advertise a burger that contains 2 breast fillets in it. I also object to the time the ad was on which is when children/families sit down for tea or to watch television. It not only completely objectifies women, it asserts that women’s breasts, therefore women, are something to be eaten. It is also sexually inappropriate for the time slot, regardless of the objectionable nature of the ad as a whole.’
‘Not appropriate for families to witness on tv. Degrading for females. Not appropriate to be compared to a burger. Sex should not sell burgers. Not necessary.’
‘The advert showed and had sexual connotations about the females breasts which were shown in a low cut top behind the burger. As a big breasted woman I found this to be offensive and think there are better ways to advertise a burger that contains 2 breast fillets in it. I also object to the time the ad was on which is when children/families sit down for tea or to watch television.’
I can understand why this TVC might offend some, but to suggest it asserts women’s breasts (or women) are something to be eaten is pushing it. Never the less, keep an eye out for Hannibal Lector’s photo on the manager on duty sign next time you’re in store.
