7 November 2012 - 4:24pm | posted by | 6 comments

ASDA Christmas advert described as ‘sexist drivel’ on Twitter

ASDA’s Christmas advert by Saatchi & Saatchi, featuring the tagline ‘Behind every great Christmas there's mum’, has come under attack on social media, being described as ‘a pile of sexist drivel’, ‘controversial’ and ‘depressing and a bit sexist’.

The ad features a woman struggling to get all the Christmas shopping done, wrap the presents and make the Christmas lunch. After the lunch is over, she settles down with her family (including a grandma reading ‘Fifty Shades of Grey’) with a glass of wine, only to have her husband ask “what’s for tea, love?”

While there have been some positive reviews for the ad, the ASA received 24 complaints about the ad on its first day of airing: Sunday.

An ASA spokesperson told The Drum: "I can confirm that we have received 54 complaints about the ASDA Christmas TV ad, though there are more coming through. The general nature of the complaints is that the ad is offensive because it is sexist to both men and women and reinforces stereotypes.

"We have only just received these complaints and have not yet decided whether we will launch an investigation. We will carefully assess the complaints before deciding on next steps."

With the line at the end stating ‘Christmas doesn’t just happen by accident’, could this be a repeat of last year’s Littlewoods ad, where mum stole Santa’s limelight in a school play?

What do you think about the ad? Let us know.


7 Nov 2012 - 17:02
BrandonEgley's picture

This is no different to the advert by Boots about their Medicines where the two women are also doing everything while their husbands are at home with Man Flu.

On that note, how is it any different to the P&G campaign for Olympic Mums?

It isnt saying Mums HAVE to do all the work, it's recognising that Mums do do a lot of it when it comes to Christmas. (Disclaimer: yes before you jump, This isnt applicable to all families, and no i'm not saying Mums should HAVE to do everything.)

7 Nov 2012 - 22:05
noel_young's picture

As I recall, the ad captures the spirit of Chritmases past admirably

8 Nov 2012 - 10:58
kathr12720's picture

Sexist or not, it's pretty much the truth in most families I suspect. And it doesn't show the Mum holding down a full time job at the same time as doing all the rest of it.

8 Nov 2012 - 11:50
peter15381's picture

That's actually captured our household, but... "What's for tea love", does anyone use that phrase anymore?

8 Nov 2012 - 18:13
ruthr24472's picture

As a working mother who also runs a business, this ad moved me to tears - for all the right reasons. It demonstrated a deep understanding of its target audience - ME - and did so with empathy and emotion. Just what good advertising should do. It's interesting to see that in my office, all the people who've criticised it are not mothers - I hate to play the 'old and experienced' card but you have to be a mother to realise that this scenario is extremely accurate ... and believe me, I'm no push over on the domestic front.

As I cajole my partner to put up the fairy lights, I have often questioned why I put myself under so much pressure to create the perfect Christmas each year. The fact of the matter is - cover your ears - men and women are wired differently. Women are the drivers behind experiential and emotional events like Christmas. Without us, these experiences would wither on the vine. I for one don't want that to happen and neither do my children.

I am not a martyr. I choose to put myself under the pressure each year because the reward is tangible. Throwing a great party takes effort but it's worthwhile. It's just the same with Christmas. For me, the hard work is worth it a million times over when I see my family having a fantastic time. These childhood memories help shape our futures. It is my duty to ensure my children's have as happy a time and bank of memories as possible. W B Yates nailed it, Tread softly because you tread on my dreams.

Well done, Asda. I, for one, will be shopping with you this year.

13 Nov 2012 - 12:52
chris16547's picture

I think the asda ad i great i loved it. I was most surprised to hear of the criticisms . I do not think it at all sexist, rather it gives just credit to all a mum does this time of year( in a humorous way). The reason mums do most the work/preparation is its a fact they are much better at multi tasking, and also organizing such events. There may some men who could rise to the occasion but they would be in the minority!. I think these moaners ( there will always be some) need to 1. develop a senses of humor,2. get a life. I say well done asda great advert. i hope you do not allow these 'nit pickers' to allow the ad to be removed.ps this is from a Mum of 4


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