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NEWBRIDGE SILVERWARE HAS said they had “no intention” to objectify women in a new ad banned by the Advertising Standards Authority for being too sexy.
The ASAI received and upheld one complaint against the ad, which featured model Rozanna Purcell posing in “sensual” ways wearing “low cut and revealing” clothing.
The one complaint stated that the ad objectified women, “promoting women in a sexual way rather than promoting the jewellery”.
One of two scenes that rose the most ire saw Roz wearing a kimono open to the waist – in the other she sat with her legs “spread apart” before dipping her finger into a cocktail and licking it.
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Roz, not in a "sensual" pose Sasko Lazarov / Photocall Ireland
Sasko Lazarov / Photocall Ireland / Photocall Ireland
A ‘censored’ version of the ad has been released with the offending scenes cut out.
Today, a spokesperson for the company said it is “disappointing” that the ad had to be edited:
It was styled by women for women so there was certainly no intention on our behalf to objectify women as they are the primary target market for the range.
“We have received such positive feedback about the campaign in general, so we were surprised this isolated complaint was upheld,” she added.
You can watch the censored version of the ad below.
Friday 15 November, 2024
Friday 15 November, 2024
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We didn't mean to objectify women, say Newbridge Silverware on banned ad
NEWBRIDGE SILVERWARE HAS said they had “no intention” to objectify women in a new ad banned by the Advertising Standards Authority for being too sexy.
The ASAI received and upheld one complaint against the ad, which featured model Rozanna Purcell posing in “sensual” ways wearing “low cut and revealing” clothing.
The one complaint stated that the ad objectified women, “promoting women in a sexual way rather than promoting the jewellery”.
One of two scenes that rose the most ire saw Roz wearing a kimono open to the waist – in the other she sat with her legs “spread apart” before dipping her finger into a cocktail and licking it.
A ‘censored’ version of the ad has been released with the offending scenes cut out.
Today, a spokesperson for the company said it is “disappointing” that the ad had to be edited:
“We have received such positive feedback about the campaign in general, so we were surprised this isolated complaint was upheld,” she added.
You can watch the censored version of the ad below.
Previously: Newbridge ad deemed too sexy (not the Ronan O’Gara one)>
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Advertising Standards Authority ASAI Banned banned ad Model newbridge silverware rozanna purcell