A radio ad for Budd Electrical Ltd, heard in June 2016, stated Yes, everyone’s going to Budd Electrical! It’s B, U, double D and we all love a double D, right? … .
Two listeners challenged whether the ad was offensive, because the line It’s B, U, double D and we all love a double D, right? was sexist and objectified women.
Budd Electrical Ltd said the ad was intended to be a reference to Double Diamond beer, which was enjoyed by both men and women.
ASA Assessment: Complaints Upheld
The ASA considered that listeners would understand the double D allusion to be a reference to women’s bra cup size. Although the ad was not overtly sexual, it nonetheless drew attention to women’s bra cup size, which bore no relevance to the advertised service, and presented women as sexual objects by inviting listeners to focus on their bra size. We considered that the line It’s B, U, double D and we all love a double D, right? would be seen to be objectifying women and was therefore sexist and likely to cause serious or widespread offence.
The ad must not be broadcast again in its current form. We told Budd Electrical Ltd to ensure that their ads did not cause serious or widespread offence.