According to the Advertising Standards Agency, the commercial shows an “explicit nudity” that could be “offensive and inappropriate”. When it was launched last February, it caused a sensation. And it had divided public opinion. Adidas advertising showing breasts of all ages, shapes and ethnicities has now been banned in the UK.
43 breasts, all different from each other
Forty-three different breasts, one next to the other. The idea of the Adidas creatives was to advertise their bras without showing them, but showing that there are different types of breasts. And trying to show that every woman has the right to her bra, to the one that best suits her characteristics and needs.
In fact, the commercial reads: «We believe that women’s breasts, in all their shapes and sizes, deserve support and comfort. That’s why our new sports bras have 43 different models, so that everyone feels comfortable».
The decision of the Advertising Standards Agency
But the national commission that monitors advertising in the UK, the Advertising Standards Agency, did not see the spot as a hymn to diversity. For this reason, he decided to censor it in the country.
(c) @adidaswomen
Breasts of all shapes and sizes deserve support and comfort tailored to them. Which is why our new sports bra range contains 43 styles, so everyone can find the right sports bra for them.
In sport, everybody should feel free and inspired by what their bodies can achieve.
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Many users, in recent weeks, have turned to the Advertising Standards Agency to protest against the airing of this spot. One of the most present criticisms was that of sexism contained in advertising, considered as a context in which women are viewed as real objects and reduced to parts of the body.
Many users, in recent weeks, have turned to the Advertising Standards Agency to protest against the airing of this spot. One of the most present criticisms was that of sexism contained in advertising, considered as a context in which women are viewed as real objects and reduced to parts of the body.
But the censorship decision does not come for this reason. As communicated by the commission that monitors advertising in the UK, this spot shows “explicit nudity” which could be “in some cases offensive and inappropriate”, especially for minors.
Author: Michael Zippo
https://linkedin.com/in/michael-zippo-9136441b1
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Sources: Adidas, IO Donna
Written by Michael Zippo
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