‘Degrading’ Lynx ads banned

Unilever brand Lynx has been flayed by the advertising watchdog for running series of ads – including an outdoor campaign and a separate online blitz – which it deemed were “degrading to women” and likely to cause “widespread offence”.
The outdoor ad for Lynx shower gel, featured a picture of a young woman standing beneath an outdoor shower on a beach. She wore bikini bottoms and clasped an undone bikini top against her breasts. Text on the ad stated “The cleaner you are, the dirtier you get” and encouraged consumers to “visit Facebook.com/lynxeffect and get dirty this summer”.
Meanwhile, a series of five online ads for Lynx Dry Full Control Deodorant featured glamour model Lucy Pinder. She was doing various activities like eating whipped cream off her finger, sucking on a sausage, bending over washing a car and eating a lolly – all shot showing ample cleavage. They featured the strapline “What will she do to make you lose control?” To see just how offensive the ads were visit http://www.youtube.com/watch?v=embNWBj-mz0
The poster attracted 113 complaints for being degrading to women and unsuitable for children, while the online ads received 16 complaints for the same reasons.
Unilever tried to justify the ads by claiming they were “light-hearted” and suitable for the target teenage market. It also claimed CBS Outdoor had specifically approached CAP Copy Advice before running the poster ad to check its suitability and had received a recommendation which advocated caution.
However, the Advertising Standards Authority said CAP clearly advised if the ad went ahead it would be referred to the watchdog which would be likely to ban it.
The watchdog banned both campaigns, ruling that the ads were provocative and “would be seen as degrading to women,” and were therefore “likely to cause serious and widespread offence.”