Pretty Polly’s first advertising for its new range of bras has come under fire for being sexist and degrading to women. It is being investigated by TV regulator The Independent Television Commission.
The 60-second ad, called “Wild about that bra”, features 11 writhing underwear-clad women pouting and repeating the tagline: “I’m a sex goddess” together with a voiceover saying: “You’re a woman. Be one.”
In one week since the ad first aired on May 15 the ITC has received 19 complaints about its content.
The regulator will now examine the complaints to determine if they are substantive and whether its regulations have been contravened. If so, a further detailed investigation will be carried out which could result in the ad being banned.
The ad is the mainstay of a £7m launch campaign, which features no press or poster ads. It was made by TBWA GGT Simons Palmer executive creative director Trevor Beattie, who was partly responsible for the Playtex Wonderbra campaign.
Pretty Polly marketing manager Debbie May says the ad is humorous and is not intended to offend women.
She adds: “It is high impact advertising, we always knew it would provoke a reaction and as long as that reaction is limited, then we’re happy. We wanted people to switch from own label back to brands. We had to do something revolutionary in what is a traditional market.”
She claims sales have doubled since the ad was first aired.
The Broadcast Advertising Clearance Centre, which pre-vets TV advertising, has already ruled the ad is adult in tone and content and unsuitable for viewing before 9pm.