Ad description
A radio ad for Newsquest Media (Southern) Ltd t/a S1 Cars featured two women talking. One said to the other, "Remember when I told you about that problem ... well, the flashing hasn't stopped and I'm really regretting that full body wax now." The other replied, "Ugh, I did that once. I'm still aching. Have you tried online? What about this one?" The first woman said, "Look at that body. Now that is a total ride. All it needs is a quick spit and polish. Yeah not too old and a right go-er I'll bet. Oh and I love all that leather." Her friend replied, "See, you just need to know where to look. " A male voice stated, "With a huge range of makes, models and prices, you're guaranteed to find a total ride at S1Cars.com."
Issue
Six complainants, who believed the sexual innuendo in the ad was likely to cause offence, challenged whether the ad breached the Code.
Response
Newsquest Media (Southern) Ltd t/a S1 Cars explained that the ad had been written by a creative agency who had submitted the final script to Radiocentre. They provided a copy of Radiocentre's clearance form and a copy of the response from Radiocentre to the agency.
The agency said that before submitting the script to Radiocentre they ran the creative content past colleagues and family members as a 'test focus group' comprising a group of 20 people of mixed ages and genders. The overall consensus was that no one in the group found the content upsetting and they therefore felt it was unlikely to cause widespread offence.
Radiocentre said they did not feel the mild innuendo in the ad was likely to cause serious or widespread offence. They regarded the creative treatment as two women talking light-heartedly about the interior and exterior features of a used car that they were looking to buy online. Their banter was in the context of the advertiser offering "a range of makes and models" to suit every buyer.
Assessment
Not upheld
The ASA noted that the ad featured two women ostensibly talking about used cars that they were viewing online, and that the ad contained sexual innuendo, for example, references to "Now look at that body. That is a total ride", "All it needs is a quick spit and polish" and "a right go-er I'll bet". We also noted that the voice-over at the end said, "… you're guaranteed to find a total ride at s1Cars.com". We understood that the term "a total ride" was slang in Scotland, where the ad was broadcast, for someone who was sexually attractive. We considered that the innuendo in the ad was relatively mild and light-hearted, and whilst some listeners may have found it distasteful or coarse, it was unlikely to cause serious or widespread offence.
We investigated the ad under BCAP Code rule 4.2 4.2 Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards. (Harm and offence), but did not find it in breach.
Action
No further action necessary.
