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Irn-Bru 'push-up bra' ad cleared despite more than 170 complaints Irn-Bru 'push-up bra' ad cleared despite more than 170 complaints
(2 months later)
A TV ad for soft drink Irn-Bru featuring a mother showing off her "push-up" bra to her son's teenage friends has escaped a ban despite attracting more than 170 complaints.A TV ad for soft drink Irn-Bru featuring a mother showing off her "push-up" bra to her son's teenage friends has escaped a ban despite attracting more than 170 complaints.
The ad features a mother cleaning a kitchen table, when her teenage son and two of his friends walk in. She looks at her cleavage and says :"New push-up bra. Amazing eh?"The ad features a mother cleaning a kitchen table, when her teenage son and two of his friends walk in. She looks at her cleavage and says :"New push-up bra. Amazing eh?"
The son is initially appalled while his friends gawp, but after a sip of Irn-Bru, he says: "Looking good mum".The son is initially appalled while his friends gawp, but after a sip of Irn-Bru, he says: "Looking good mum".
She then leans forward to clean the table, with the boys watching, then says "C'mere you" before embracing her son against her chest. He looks uncomfortable, then drinks more Irn-Bru and smiles. The mother says "Group hug?" and the friends jump from their chairs.She then leans forward to clean the table, with the boys watching, then says "C'mere you" before embracing her son against her chest. He looks uncomfortable, then drinks more Irn-Bru and smiles. The mother says "Group hug?" and the friends jump from their chairs.
The ad's catch line, "Irn-Bru – gets you through" is written on two balloons balanced behind two cans of the soft drink.The ad's catch line, "Irn-Bru – gets you through" is written on two balloons balanced behind two cans of the soft drink.
Irn-Bru's ad, which aired this earlier this year, was created by Edinburgh's The Leith Agency.Irn-Bru's ad, which aired this earlier this year, was created by Edinburgh's The Leith Agency.
Watchdog the Advertising Standard Authority received 176 complaints, most claiming the ads were offensive and irresponsible, as the scene between the mother and the young men was sexual and inappropriate.Watchdog the Advertising Standard Authority received 176 complaints, most claiming the ads were offensive and irresponsible, as the scene between the mother and the young men was sexual and inappropriate.
Others claimed the ad was sexist and demeaning to women, while some said it was scheduled at an inappropriate time when children could have been viewing.Others claimed the ad was sexist and demeaning to women, while some said it was scheduled at an inappropriate time when children could have been viewing.
AG Barr, the maker of Irn-Bru. said it wanted the ad to "stay true to the traditionally cheeky and irreverent sense of humour" of its previous campaigns.AG Barr, the maker of Irn-Bru. said it wanted the ad to "stay true to the traditionally cheeky and irreverent sense of humour" of its previous campaigns.
It added that it was conscious not to "objectify women, carry any tone of a sexual nature or cause offence", saying that the ad focused on the son's embarassment and the awkward situation, not any sexual overtones.It added that it was conscious not to "objectify women, carry any tone of a sexual nature or cause offence", saying that the ad focused on the son's embarassment and the awkward situation, not any sexual overtones.
The ASA cleared the ad on all grounds.The ASA cleared the ad on all grounds.
In its ruling, the ASA noted that the interaction between the mum and the two boys did not constitute irresponsible behaviour.In its ruling, the ASA noted that the interaction between the mum and the two boys did not constitute irresponsible behaviour.
"Although we noted that some complainants had interpreted the action in the ads as portraying an inappropriate relationship between the mum and the son's friends, we did not consider that their interaction was a portrayal of irresponsible behaviour," it said."Although we noted that some complainants had interpreted the action in the ads as portraying an inappropriate relationship between the mum and the son's friends, we did not consider that their interaction was a portrayal of irresponsible behaviour," it said.
"We considered that the action relied on the mum being confident and attractive, but not consciously or overtly behaving in a sexualised or flirtatious way. We also considered that the focus of the ads was the son's embarrassment at the effect his mum's appearance was having on his friends."We considered that the action relied on the mum being confident and attractive, but not consciously or overtly behaving in a sexualised or flirtatious way. We also considered that the focus of the ads was the son's embarrassment at the effect his mum's appearance was having on his friends.
"Therefore, and particularly in the context of ads intended to portray a surreal and light-hearted comedic approach, we did not consider that the action or depiction of the female protagonist was sexist or demeaning and concluded that the ads were not in breach of the code.""Therefore, and particularly in the context of ads intended to portray a surreal and light-hearted comedic approach, we did not consider that the action or depiction of the female protagonist was sexist or demeaning and concluded that the ads were not in breach of the code."
It therefore said no further action against the soft drinks company was necessary.It therefore said no further action against the soft drinks company was necessary.
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