The Advertising Standards Bureau (ASB) has dropped a case against bread brand Tip Top despite one consumer arguing it showed fathers as "incompetent and incapable" of food shopping.
The television spot, for Tip Top's The One bread, showed a father trying to choose a loaf of sliced bread at the supermarket, only to be back numerous times by his wife for bringing the wrong type. It showed him able to choose the right product only after another female shopper pointed out Tip Top's bread.
One consumer told the ad watchdog the commercial was "sexist" and portrayed fathers in a negative way.
"I feel that this ad is sexist. It implies that a man and more specifically, a father, is incapable of shopping and choosing healthy products for his family.
"It portrays men as incompetent, as possessing lesser parental ability and overall in a highly negative way."
Tip Top, owned by George Weston Foods, argued the ad wasn't discriminatory and was meant to be comical.
"The intention of the ad was to humorously portray a situation that viewers could easily identify with. We do not believe it was sexist or discriminatory."
The watchdog aligned the spot with Section 2.1 of the Code which states advertising must not discriminate or vilify consumers on the grounds of gender or race. It ruled its tone was "humorous and light-hearted" and dismissed the case.
It said: "The overall tone is one
of affection towards the father. The depiction is presented in a
manner which is humorous and light-hearted and it does not
discriminate against men based on their ability to shop for
families."
The ad formed part of the company's broader 'The One' campaign which was created by DDB Sydney.
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http://www.youtube.com/watch?v=VoAxhJDZLGc
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