Watchdog clears TV ad for oven cleaner of being sexist

AdvertA television ad for HomePride oven cleaner has been cleared by the Advertising Standards Authority (ASA) of sexism, despite more than 670 complaints.

In the ad, a man is shown with an annoyed-looking pregnant woman, who is holding the cleaner. The woman then demonstrates how easy it is to use while the man watches with exaggerated childlike expressions. The ad ends with text stating: “No men were harmed during the making of this commercial”.

The ad, which was accused of being sexist and depicting men as lazy and stupid, also featured a voiceover stating: “So easy, even a man can do it”.

Most complainants said the ad was sexist and offensive because it suggested men were stupid and lazy. Other complainants said the ad suggested cleaning was a woman’s work so that it was “demeaning” to women.

HomePride has defended the ad, stating its intentions were to raise awareness of the product using “tongue-in-cheek humour”. The use of humour to play on natural gender differences was not unreasonable in advertising, it added.

The ASA agreed the ad would be seen by the majority of viewers as “light hearted and comical”.

The watchdog ruled the ad did not portray either gender in a way that stigmatised, humiliated or undermined them but it did acknowledge why some viewers considered it in poor taste.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here