Concerns over references to boobs and blow-up dolls in an ad by mobile company Amaysim have been dismissed by the Advertising Standards Bureau, but complaints have been upheld against the company for portraying a slap.
An advert for the company shown on YouTube, Amaysim social media networks and its monthly e-newsletter, depicted two ad agency creatives brainstorming how they will create “the ultimate happiness video”. The video showed segments of other popular YouTube videos and ended with one of the partners singing about his own odd interests, which include being sprayed with mace. The other creative partner slaps him out of it.
While intended to be humourous, complaints were made against the video over its depiction of a male sex doll during the clip and showcasing of violence. Complainants also had concerns that the video might be targeting teens.
A complainant said: “The presentation was disseminated to a target audience including kids as per the email. After complaining to Amaysim a reply email from Amaysim stated the promotional presentation was targeted to children as young as 14. The presentation makes references to "boobs" and other lewd inferences including depiction of a woman with a male sex doll.”
Amaysim said the video was designed to showcase its “tongue in cheek” brand personality.
The ASB, however, upheld complaints over the depiction of violence in the video.
“The board noted that when the man hits his friend he is singing about what makes him happy and considered that the overall suggestion is that hitting his friend is something that will bring him enjoyment,” the ASB said in its determination.
“Consistent with its previous determinations, the board considered that the sound effect of the slap was realistic and the man’s reaction to being slapped by his friend, and the ensuing uncomfortable silence between the two men, is not suggestive of a humorous or slap-stick depiction of violence.
“The majority of the board ... considered that the slap is a depiction of violence and as the product or service is a telecommunications provider there is no justification for violence to be portrayed.”
However the ASB found that the ad did not breach the code for its depiction of a male sex doll or references to “boobs”.
“The board noted that the doll’s upper torso and head are visible and that it appears to be naked except for a tie. The board noted that it is only the accompanying description of ‘adult toys’ that makes the doll sexualised and considered that the phrase ‘adult toys’ can refer to games directed at adults as well as sex toys.
“The board noted that the image of the doll itself is not sexualised nor is it depicted in a sexually suggestive manner and considered that overall the reference to ‘adult toys’ and the depiction of a doll are not inappropriate.”
In its response to the report Amaysim said it would remove the video from its social channels.
“It’s disappointing that the content was not taken in the light-hearted and obviously slapstick vein it was intended,” Amaysim said.
“That said, we’ll remove the video from our social channels and keep our hands off the mace when making videos in future.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.