Introducing the world’s slimmest skins…Easily offended advert censor bans slightly sexy mobile phone advert

Posted: 26 February, 2015 in ASA Advert Censor
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kazam phone advert video A TV ad for the Kazam mobile phone. The ad opened with the shot of the back of a woman wearing just her underwear, she was shown walking around a house. The ad cut to a scene where she ran her finger down her cleavage, bit her lip then moved her hand over her hip and thigh. She picked up and put on a pair of jeans and the camera showed her buttoning them up. The ad then cut to a close-up of her bottom. She then picked up a shirt which she ironed and a close-up showed the iron moving over the pocket. After she put the shirt on a mobile phone was heard ringing. She searched her jeans pockets before finding it in the shirt pocket. A voice-over stated Introducing the world’s slimmest phone.

Eight complainants challenged whether the ad was offensive because it was overtly sexual and objectified women, and because the content bore no relationship to the advertised product.

ASA Assessment: Complaints Upheld

The ASA noted that much of the ad focused entirely on the actor in her underwear, including scenes that featured several close-up shots that lingered over her breasts, buttocks and lips, which we considered were sexually suggestive. Additionally, this was heightened by the suggestive nature of the music and voice-over and further reinforced because the focus on the woman bore no relevance to the advertised product. We therefore considered that the overall style of the ad served to objectify women. We therefore concluded that the ad was likely to cause serious offence to some viewers on the basis that it objectified women.

The ad breached BCAP Code rule 4.2 (Harm and offence).

The ad must not be broadcast again in its current form. We told Kazam Online Ltd to ensure future ads did not cause offence by objectifying women.

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