Is This Lingerie Advert 'Degrading And Demeaning To Women'?

A still from the Innerware advertisement.

A still from the Innerware advertisement.

A television advertisement for Innerware, an Adelaide-based lingerie chain, has been banned by the national Advertising Standard's Board after viewers complained it was "degrading and demeaning to women" and included "a level of sexuality and nudity which is not appropriate." 

In the 33-second commercial, a woman emerges from a red sports car; inexplicably clad in her underwear, a trench coat and stilettos. Sashaying through a tyre shop, ogled by (salivating) mechanics, she asks the man behind the counter, "Can you fit me?" 

She is, of course, referring to the underwear brand’s free professional fitting service, yet television viewers were largely unimpressed. Here are some of the complaints submitted to the ASB: 

"The ad was discriminatory towards women and in very poor taste. It was highly inappropriate and had nothing to do with lingerie."

"I thought it was an ad for the sex industry when I first saw it."

"It objectifies women and makes them out to be a piece of meat." 

One woman commented that the advert contributed to her husband’s porn addiction. 

After reviewing complaints, the Advertising Standards Board ruled that while the commercial was not exploitative or degrading to women, it failed to "treat the issue of sex, sexuality and nudity with sensitivity" and therefore can no longer be aired.

However, Innerware Lingerie owners Evan and Tina Zorba are baffled by the fuss. The Australian quotes Mr Zorba thus: “The idea was about having fun with it, we didn't want to offend anyone, it was a bit cheeky.”

If you can stomach it, take a look and tell us what you think:

Source: The Huffington Post, The Australian

19 comments

  • I know I won't get anyone agreeing with me here but this is so bad, it's funny. It's awful acting, stupid story, absolutely pathetic gratuitous nudity and the worst double entendre in history give me a fit of the giggles. I reckon this is what people who don't watch porn expect to see if they ever do.

    How can anyone other that the participants be degraded by this 30 seconds of cinematic abuse?

    Commenter
    L
    Location
    Melbourne
    Date and time
    October 21, 2013, 11:46AM
    • True enough, 'L'.
      Nevertheless, that an ad agency thought this was a good campaign is utterly depressing. Although, you're right about the amateurish effort. If they DID use an agency then they should be demanding their money back! Or, was this simply a cynical exercise to get noticed?

      Commenter
      Paul Starkey
      Location
      Melbourne
      Date and time
      October 21, 2013, 11:57AM
    • Paul Starkey, your last sentence is correct. In the advertising world any publicity is good, even if it's bad.

      Commenter
      huh?
      Date and time
      October 21, 2013, 12:53PM
  • My thoughts? Some people need to get a life. Next they will want toothpaste tubes banned because they demean ,,, oh God ,,, get off the freakin grass !!!

    Commenter
    Arbitrage
    Location
    Somewhere in SE Asia
    Date and time
    October 21, 2013, 12:02PM
    • Not sure where the toothpaste tube fits in.

      Commenter
      huh?
      Date and time
      October 21, 2013, 12:52PM
  • Not only is the nudity unnecessary and the acting horrendous, it doesn't even make sense! Why is she walking into a tyre store to get fitted for lingerie? And I normally wear clothes over my bra when I'm out to purchase new underwear. An all round fail for so many reasons, let alone its sexist overtones.

    Commenter
    Itsadvertisingwhat
    Location
    Melbourne
    Date and time
    October 21, 2013, 12:26PM
    • Pathetic ad. Wink, wink, nudge, nudge 'Can you fit me?' Cringingly embarrassing.

      Commenter
      Kimberly
      Location
      East Maitland
      Date and time
      October 21, 2013, 12:30PM
      • Very sleazy, vomit material, not funny and the last thing impressionable young men and women need to see.

        Commenter
        Steve D
        Location
        Sydney
        Date and time
        October 21, 2013, 12:44PM
        • why is showing lingerie degrading to women? Is showing women in swim wear degrading? Is showing men only wearing underwear degrading? Sure the ad isn't the best ad ever produced but who cares!!!

          Q: does the ad make me (a man) want to buy that brand of lingerie for my girlfriend? NO ...
          A: Because my girlfriend only wears La Perla!!! (yes she has expensive tastes - Kaching!)

          Commenter
          Hongkers
          Location
          Sydney
          Date and time
          October 21, 2013, 12:47PM
          • What's wrong with being sexy?

            Commenter
            Nigel Tufnel
            Location
            Squatney
            Date and time
            October 21, 2013, 12:50PM

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