VOTE: Does the sexualised Stonemen ad go too far?

By AdNews | 21 May 2012

A highly sexualised online ad by Arnold Furnace featuring a naked woman pleasuring herself will be sure to arouse public complaints with the Advertising Standards Bureau (ASB), say experts. The agency has said the ad doesn't go too far, but what do you think?

Then online campaign was created by Arnold Furnace for underwear brand Stonemen.

The online ad first asks online users to upload a headshot of themselves, then shows an explicit video of a woman pleasuring herself on a bed while looking at a magazine. The final shot shows the user's headshot imposed on one of the page's of the magazine, implying the woman was pleasuring herself while looking at the user's image. 

The campaign does not require the user to declare they are over 18 years of age.

While the ASB has not yet received any complaints, multiple industry experts have said the advertising watchdog will be likely to receive a number of them.

One industry insider said: “It seems like they are flying very close to the sun. If there are no warnings, you could easily see how this ad would offend many people.”

Arnold Furnace managing director Tony Singleton told AdNews: " Were we looking to get complaints? It certainly wasn't a target of ours. Is it sexy, is it risque? Yes it is. But underwear is one of those categories where you have a bit more permission to play in that space.

"We don't think it goes too far. We don't think the audience that views it will see it as going too far."

What do you think? Does it go too far?

A watered down teaser is below. To view the full campaign click here.

UPDATE: Stonemen and Arnold Furnace have since placed an over 18 verification function on the online campaign.

Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus