The ad for Dreamscape Networks showed Anderson chairing a meeting in a boardroom full of businessmen, before her assistant poured cream into a cup of coffee while displaying her cleavage.
One of the men present, “Adam”, was then shown to be fantasising about Anderson and her assistant dancing in bikinis while covered in cream, with a shot of Anderson calling out for the man in a suggestive manner.
Anderson then called Adam’s name in a stern tone before the final scene showed her assistant revealing her cleavage again while pouring another cup of coffee.
But the commercial did not go down well with some viewers, sparking four complaints to the Advertising Standards Authority, despite only being cleared for broadcast after 9pm.
In its defence Dreamscape claimed it was a tongue in cheek way to promote its services, and it believed the majority of viewers would find the ad fanciful and humorous. It added: “It was clear the exaggerated fantasy sequence was limited to Adam’s imagination.”
But the ASA was not impressed, saying: “We considered that they were also portrayed sexually throughout the ad – not just during the fantasy sequence.
“Although the fantasy scene, which we considered was sexually suggestive, was limited to Adam’s imagination, we considered it gave the impression that he viewed his female colleagues as sexual objects to be lusted after.”
Ruling that the commercial “was likely to cause serious offence to some viewers on the basis that it was sexist and degrading to women”, the watchdog said it must not be broadcast again in its current form.
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