Ad description
A TV and VOD ad for Skechers seen in August 2018:
a. The TV ad for Skechers seen on 30 August 2018 featured TV presenter Kelly Brook walking along a pavement wearing a jumper and jeans. She says, “I like my clothes form fitting, but not my shoes. That is why I wear Skechers knitted footwear. So I look and feel my best. People tend to notice things like that.” In the same shot a man carrying a box of oranges was distracted by Kelly Brook and crashed in to his colleague causing them both to drop the contents of the boxes they were carrying. A male cyclist passed the TV presenter and looks back at her.
b. The VOD ad was the same as ad (a).
Issue
Three complainants questioned whether the ad was offensive because it objectified women.
Response
Clearcast said that the ad featured Kelly Brook walking down a street passing stores and coffee shops dressed in an off-the shoulder jumper, jeans and pair of Skechers knitted trainers. They said that in the dialogue she stated that she felt good about herself and that her clothes and the trainers she was wearing were comfortable and fitted how she liked them. She also went on to say that when you felt good about yourself other people will notice this, which was shown by how the men in the advert responded on seeing her. They said that they did not consider the ad to be socially irresponsible or that it objectified women.
ITV said that they did not consider the ad or its placement to be inappropriate. They said that the creative was a harmless pastiche of a typical urban scene or environment focusing on the perceived attractiveness of the footwear.
Assessment
Not upheld
The ad featured the TV presenter, wearing a jumper with jeans and trainers, walking down a high street. The ASA considered that the outfit was not revealing and nothing about Kelly Brook’s behaviour was sexualised or objectifying. We noted that the men in the ad did notice the presenter and that their reactions in doing so were exaggerated. However, we did not consider that the ad contained anything which pointed to an exploitative scenario or tone. We concluded that the ad did not objectify or degrade women and therefore was not socially irresponsible and unlikely to cause serious or widespread offence.
We investigated ad (a) under BCAP Code rules 1.3 (Social responsibility) and 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.
We investigated ad (b) under CAP Code rules
1.2
1.2
Advertisements must be prepared with a sense of responsibility to the audience and to society.
(Social responsibility) and
4.1
4.1
Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.
(Harm and offence), but did not find it in breach.
Action
No further action required.
