Update: Volley website traffic up 275% following Francis' Tweet
The Australian Christian Lobby’s Queensland director, Wendy Francis, has warned parents about the latest Dunlop Volley campaign released last year, saying it’s “all about rooting”.
The ad features semi-clad couples and kissing men frolicking in nothing but a part of Volleys, as part of a radical rebrand from the iconic Australian shoewear brand. For the campaign, it partnered with condom brand Ansell to celebrate sexual expression and support safe sex.
The campaign also uses the word 'root' multiple times in its copy. "We're all about rooting," it says, meaning 'rooting' as in for change, but it also has another meaning – one we’ll let you guess on your own.
Of course, Francis took offense to the new #Grassroots campaign and tweeted:
“Parents be aware Dunlop Volley still sell sandshoes for school kids, but their website has R rated images as they’re now “all about rooting”.
Parents be aware Dunlop Volley still sell sandshoes for school kids, but their website has R rated images as they're now "all about rooting"
— Wendy Francis (@wendyjoyfrancis) January 17, 2017
Naturally, Twitter couldn’t resist the opportunity to roast Francis:
https://twitter.com/LucyXIV/status/821159875484844032https://twitter.com/krikkett39/status/821159875484844032they hang off the door handle as easily as they convey the "rooting inside" message
— QuokkaRev (@revdanichols) January 17, 2017
the ACL is worried about the "R rated images" on this Dunlop campaign about safe sex. Do NOT share these images, repeat DO NOT pic.twitter.com/SZFy5rt9GN
— Josh Butler (@JoshButler) January 17, 2017
Wish I owned a pair of volleys now. Because I'm all about rooting.
— shaun dogga (@src89) January 17, 2017
Francis responded to the critism on Twitter:
Volley sandshoes ads are defended as fine for our kids. I'm ridiculed for concern. I'll cop the ridicule & keep fighting for kid's innocence pic.twitter.com/7EfPY0ZuLR
— Wendy Francis (@wendyjoyfrancis) January 17, 2017
But some people agreed with Francis:
https://twitter.com/vandersee_grant/status/821159875484844032There's actually many people who find nothing wrong with this type of advertising.
— Reality Bites (@80_reality) January 17, 2017
Societies standards clearly at an all time low #sickness https://t.co/BOdqVKNmmT
Francis has taken a strong stance against risqué advertising in the past, lobbying for the removal of a strip club billboard in Brisbane in 2013 and creating a media storm over condom advertising on bus shelters.
AdNews asked Volley Australia marketing manager Maria Doubrovski in 2016 if she thought sex really sells in advertising. Read more here.
Volley could not be reached for comment.
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