‘Sexy’ Jessica Alba ad for Sin City 2 escapes censure

An advert for “Sin City: A Dame to Kill For” featuring a scantily clad Jessica Alba has escaped censure after the ad watchdog ruled it was “unrealistic”.

Complainants said Jessica Alba's pose on the ad (above) was "sexual".
Complainants said Jessica Alba’s pose on the ad (above) was “sexual”.

It showed Alba wearing a bra, gloves and suspender-effect tights as she knelt with her knees spread apart and one arm raised over her head.

Complainants challenged whether the image was suitable to appear on the side of buses where it could be seen by children and objected to the character’s “overtly” sexual pose that they deemed degraded women.

The film’s UK distributor Lions Gate argued that the look of Alba’s character was no worse than what is shown in the windows of some fashion retailers. It added that the comic book execution of the ad, designed to emulate the film’s stylistic visuals, was not realistic and therefore would not cause offence.

The Advertising Standards Authority said that while it acknowledged some consumers would find Alba’s appearance distasteful, the image was “no more than mildly sexual” and unlikely to upset most. It also noted that people would understand the image was reflecting the character’s role in the film as a stripper rather than casting a judgement on women in general.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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