The advertising watchdog has cleared Coles recent FlyBuys spots, despite public complaints of sexism.
The ads, featuring British comedienne Dawn French and Australian celebrity chef Curtis Stone, have seen the Advertising Standards Bureau (ASB) fielding complaints of “sexist ... double standards”, which argue the ads are “patronising” and “sexually demeaning” to Stone and men in general.
The first ad of the series from Melbourne agency Big Red features French and Curtis engaging in banter laden with double entendres about Coles produce as they introduce the My5 program to viewers. French then 'misses' a high-five offered from Curtis and rubs his upper chest.
“If the tables were turned and it was a middle aged man fondling a young females chest it would never have been allowed on TV,” wrote one complainant.
Another complainant wrote: “The way that Dawn French sexually demeans Curtis Stone is disgusting. If the roles had been reversed there would have been outrage. At the end she reaches out and gropes him on the chest as if he were some piece of meat. I believe this is double standards.”
A third complaint read: “Dawn French undermines, patronises and sexually harasses Curtis, actually saying 'Oh did you say something?' when he asked her a question before fondling his chest. I find it sexist, lecherous and offensive in every way.”
The ASB dismissed the complaints, stating “the portrayal of a comedy actress flirting with a well known TV personality amounts to a portrayal which is light-hearted and humorous rather than discriminatory and inappropriate”.
Two other ads in the series – one featuring French telling a Coles customer she can “take 10% of your sausage” and the other showing French complimenting a gardener with “nice bush!” as she letter-box drops FlyBuys cards around the community - were not spared either. The ASB received complaints of inappropriate language and sexual double entendres.
“I find the double entendre to be distasteful and unnecessary in a prime time ad when children are likely to be watching,” wrote one complainant.
Coles dismissed all charges, responding that the ads did not breach the Advertiser Code of Ethics.
“While the script includes a play on the attractiveness of Curtis Stone, this clearly is delivered in jest and Coles disagrees that it is exploitative, degrading or sexually demeaning in any way for Curtis Stone or men in general,” Coles said in response to the complaints about the first ad.
Of the other two ads, Coles argued French's dialogue was akin to her Vicar of Dibley scripts and the use of words “sausage” and “bush” were “not delivered out of context.”
The ASB agreed, judging the scripts in question to be neither “obscene or inappropriate.”
As no breach was found by the ASB, the ads continue to air unaltered.
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