ASA to investigate Lynx Bullet ads

The Advertising Standards Authority has decided to investigate the campaign for Unilever’s male body spray Lynx Bullet after the watchdog received a flurry of complaints that the ads are sexist and degrading to women.

The watchdog is to formally look into the 40 complaints after the ASA Council decided there are further grounds for investigation. The ASA referred the matter to the Council last month, as revealed by Marketing Week.

The television ad, created by Bartle Bogle Hegarty, shows a young man unnoticed by attractive women who pass him on the street, but who can seemingly see them in their underwear. He then sprays himself with Lynx Bullet and is then noticed by a young woman, who can then see him in his underwear.

The ad concludes with a voiceover and strapline “Never miss an opportunity with new Lynx Bullet. Pocket Pulling Power.”

The watchdog also received complaints that the use of the word “bullet” links the product with the use of weapons, while a poster campaign that features the line “get off at every stop” is offensive and unsuitable for children to view.

The Bullet campaign is the fourth Lynx campaign in as many years to be probed by the ASA. Last year, an ad for Lynx Dry that showed a man performing tricks with his eyes received 78 complaints for being “offensive” to people with visual impairments but the ASA did not find grounds for investigation while a 2007 TV spot that showed a young woman abandoning an older women in a wheelchair when she smells a supermarket worker’s deodorant was cleared of being offensive to disabled people.

A 2006 television ad for Lynx Dry, which features a man spraying sweat from his armpits was also cleared.

Recommended

Norwood appoints new director of commercial services

Marketing Week

Assaf Admoni has been appointed as the new director of commercial services for Norwood, the UK’s leading Jewish charity providing support for children, families and adults coping with learning disability and social disadvantage. Admoni, (pictured) joins Norwood from disability charity Leonard Cheshire Disability where he was a member of the board of directors with responsibility […]

Mobile ad spend up over 99% in 2008

Marketing Week

Mobile ad spend in the UK bucked market trends last year rising 99.2% year on year to £28.6m, according to a new study by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers. Mobile display advertising, which includes banners, text links, tenancies pre/post roll and in-game, accounted for 49.8% of all mobile advertising spend and was worth […]

BT to cut 15,000 more jobs

Marketing Week

British Telecom has announced it will cut up to 15,000 jobs, 10% of its workforce, this financial year after reporting further heavy financial losses this morning (May 14). BT reported pre-tax losses of £134 million for the year to March 31. Its Global Services Unit, which provides networked IT services, has once again dragged its […]

Comments

    Leave a comment