Aldi French kiss not “lewd” and Bonds not “pornographic” in ASB ruling

Rachael Micallef
By Rachael Micallef | 5 January 2015

Aldi's French kiss Christmas advert has been given the all clear by the Advertising Standards Bureau (ASB), despite viewer complaints that the ad was “gross and really offensive.”

The TV ad is part of the product-led execution of its Christmas campaign and shows a woman explaining that she likes both Aldi's French Champagne and French kissing, and then proceeds to kiss her husband.

A complaint of the ad said: “The sexual innuendo that accompanied the female's declaration that she liked French Champagne and French kissing sees her then proceed to grab a much older gentlemen, half her size, and French kiss. It is an ad that is unsuitable for television. It has sexual overtones and is gross to view.”

Another said: “I object to this commercial because of the lewd and offensive depiction of French kissing shown in the commercial. It does not relate to the product being advertised.”

However, the ASB dismissed the complaint noting that the kiss depicted on screen “could not be described as being too graphic.”

“The board noted that children could view the advertisement during live sporting events but considered that the kissing scene is brief, the couple are both fully clothed and the style of kissing is not sexualised or inappropriate,” the ASB said.

In its response, Aldi noted that the advertisement was designed for adults and was therefore appropriate,

“Being an advertisement for an alcoholic beverage, with the associated ‘L’ rating, it is clearly targeted at adults and not an under 18 audience,” Aldi spokesperson said.

“With this audience in mind, we do not believe that showing the act of kissing translates into
breaching the code, as kissing is seen regularly on TV, in movies and on the streets of Australia every day.”

In addition, the ASB has dismissed complaints against Bonds' 'Shine Bright' campaign, which depicted various people on trampolines and hoop swings in underwear.

One complaint called the ad “pornographic”, saying: “The people's bodies become slightly manipulated by their activity thus showing us more than we need to see. The underwear no longer appropriately covers the individual's private parts.”

“Now I am not a prude but the lyrics "Everybody get Golden" and being showered in confetti- are they suggesting golden showers?”

The ASB dismissed the complaint on both counts.

“In the current advertisement the board noted all the models in the advertisement are wearing underwear in a manner which does not expose any private areas and considered that the manner in which the underwear is shown is not sexualised or pornographic."

"The board considered the complainant’s interpretation of the advertisement being suggestive of golden showers is an interpretation unlikely to be shared by the broader community.”

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