VIDEO: French car advert deemed too sexist for UK
Ben McPartland · 19 Jul 2013, 11:39
Published: 19 Jul 2013 11:39 GMT+02:00
- Renault and Citroën hit as car sales plunge (03 Jun 13)
- France loses 100,000 jobs in one year (13 Mar 13)
- Renault threatens to close two sites in France (22 Jan 13)
The banned advert features burlesque dancers clad in sexy underwear dancing in front of a stage backdrop of a typical Paris scene featuring the Eiffel Tower and accordion music.
Renault had argued that the promotional video was a parody of a typical French cabaret scene, the type of which you can see on a visit to the famous Moulin Rouge in Paris.
But advertising watchdog bosses in the UK were concerned that the car advert featured “a number of shots of the women’s breasts and bottoms in which their heads were obscured”.
The Advertising Standards Agency ruled that is was “sexually provocative” and “objectified the dancers by portraying them as sexual objects” and for that reason it was “likely to cause serious widespread offence”.
But out of 3.5 million viewers that have viewed the ad, which is only available online, the ASA received just one complaint. The ban, however remains in place.
In a further twist an almost identical Renault ad, this time featuring bare-chested men gyrating around a female driver has survived ASA’s axe.
A case of double standards or are the ASA right? Both videos are below, judge for yourselves.
And now for the male version: