Racy Mazda nipple ad pulls in more than 400 complaints

by Ben Bold, Brand Republic 02-Nov-05, 08:30

LONDON - A Mazda ad, featuring a sexually aroused female mannequin with erect nipples, resulted in more than 400 angry viewers contacting the watchdog, complaining that it was sexually offensive, demeaning to women and unsuitable for viewing by children.

The ad for Mazda, created by JWT, opens with a man loading a number of female mannequins wearing lingerie into the back of a car. The camera focuses on the smooth breasts of one of the models.

The ad continues with images of the man driving around a city, intercut with shots of the aforementioned mannequin hitching up its negligee and revealing its stockings. The plastic woman's eyes are then seen glazing over, apparently in sexual ecstasy.

The driver parks his car outside a lingerie store and lifts the mannequin out of the car, its chest at eye-level. The man notices that its nipples are erect and gives it a bemused look. There is the sound of a woman's giggle. The ad ends with a voiceover telling viewers: "The all new Mazda 5. Surprisingly stimulating."

The commercial attracted a total of 425 complaints -- 404 about the TV ad and 30 about the cinema ad.

Nearly half of those that found the TV ad offensive did so on the basis of references to sexual arousal.

JWT responded that the ad was promoting the exciting elements of a car that may be regarded by some viewers as uninspiring. It added that its own research found that consumer responded positively to the ad's adult theme.

The complaints were not upheld the watchdog. The ASA acknowledged that any reference to sexual arousal in ads could offend some viewers, but considered the content in the Mazda commercial mild enough not to cause widespread offence.

Other viewers complained that the commercial demeaned women by portraying them as sexual objects. The ASA did not uphold these complaints either. It said that the intention of the ad was not to insult nor offend, but to "humorously present the absurd notion that an inanimate object could be turned on in the first place".

The remaining two groups of complainants felt the ad was unsuitable to be viewed by children when aired on TV between 7.30pm and the watershed; and at the cinema before PG-rated films.

On both counts the complaints were not upheld. The ASA concluded that, as the sexual content was mild and ambiguous, it would not result in harm to children.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.