‘We all love a double D’ ad goes tits up for retailer

buddA Cardiff electrical firm’s attempt to include a Carry On-style innuendo in a radio ad has backfired spectacularly following a number of complaints from consumers who claimed it was sexist.
In a move which is likely to have Sid James turning in his grave, the Advertising Standards Authority launched an investigation into Budd Electrical after it ran the commercial, devised by JMS Group.
The ad, which aired in June, promoted the family-run company, which offers both retail and commercial services. It stated “Yes, everyone’s going to Budd Electrical! It’s B, U, double D, and we all love a double D, right?”
In its defence, Budd Electrical said the ad was intended to be a reference to Double Diamond beer, which was enjoyed by both men and women.
Meanwhile, Radiocentre – the industry body for commercial radio which vets ads before they air – said it had taken the “double D” line to be a clichéd Carry On film and seaside postcard style innuendo.
It felt the commercial was unlikely to cause serious or widespread offence to listeners in general, particularly as there was no mention in the ad of women, bras or bra measurements. However, it did acknowledge that some people might have found the reference distasteful, yet believed the line was fairly mild innuendo and was unlikely to be understood by younger listeners.
But the ASA was not convinced, ruling that listeners would understand the “double D” was a reference to women’s bra cup size. And, as this bore no relevance to the advertised service, insisted it portrayed women as sexual objects by inviting listeners to focus on their bra size.
Having concluded that the ad was indeed sexist – and had the potential to cause widespread offence – the regulator ordered that it not be broadcast again in its current form.

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