9 November 2012 - 1:39pm | posted by | 8 comments

Asda offers ‘sincere apologies’ after sexist complaints and says ad ‘depicts how many mums feel at Christmas’

Asda offers ‘sincere apologies’ after sexist complaints and says ad ‘depicts how many mums feel at Christmas’Asda offers ‘sincere apologies’ after sexist complaints and says ad

Asda has told The Drum that its Christmas ad, which has received dozens of complaints for being ‘sexist’, that “it wasn’t our intention to offend anyone”.

The supermarket, which often undertakes Mumdex surveys to find out what the public thinks, said that the ad “depicts what many of the 16 million mums who shop in Asda tell us they feel”.

A spokesperson told The Drum: “To any mums and dads who have been upset by our Christmas TV ad – we’d like to offer our sincere apologies.

“We respect all hard-working parents and know just how tough it is managing a family – particularly at Christmas.”

It was also pointed out that while complaints had been made to the ASA, “hundreds of positive comments” for the ad had been posted on the Asda Facebook page by people “who recognise this portrayal of Christmas.”

The Drum also asked if there had any feedback on the 50 Shades of Grey reference in the ad, and was told by PR assistant Andrew Devoy that it has only had positive feedback.

A straw poll by The Drum found that over 60 per cent believe that the ad is not sexist. Let us know what you think in the comments.


9 Nov 2012 - 14:36
benbr13818's picture

it's a classic case of...lazy insight = cliche. in this case it just happened to be a cliche that some find sexist.

10 Nov 2012 - 12:38
lenfi11861's picture

What I find most annoying is that many newspaper articles focussed on the sexism to women and barely mentioned if at all the annual tragedy of fathers alienated and\or banned from seeing their own kids by a biased and often unjust family court system. This is not to mention all the hard working single dads and all the children of dads seeing them devalued this way. John Lewis showed how to do a Christmas Ad I suggest Asda use the same agency and not the incompetant blithering idiots they used this time.

11 Nov 2012 - 13:03
samca20136's picture

If it's so off kilter how come hundreds of mums posted on facebook that the ad reflected their life at Christmas exactly? I find it hard to be offended by an ad that depicts some people's true experiences. It doesn't meant that Asda are saying this is the ONLY way it is at Christmas, just one example. Keep calm, it's just an ad!

14 Nov 2012 - 16:01
po22320567's picture

Would it be acceptable to say, 'behind every Mum is a bank balance, behind every bank balance is a dad, behind every Dad is Santander? Clearly that would not be acceptable, even though hundreds of dads would say it represents what happens in their household. Sexist stereotyping needs to be a thing of the past. Asda's ad is wrong. They say it is based a a survey they did with thousands if mums. How about doing a survey with thousands of dads. I'm a single dad with 2 daughters and I do everything. I don't mind, and I love it, but I find this old-fashioned stereotyping offensive. @samca20136

11 Nov 2012 - 23:44
TheLizard's picture

Although I find ASDA the least offensive member of the British Food Cartel it seems that they are unable to throw off the yoke of dismal management. Their turnover and profits would soar if they had the balls to re-discover the Archie Norman legacy. Mind you, it seems that Wall Mart are shit in the US also -too complacent and too lazy .. Hardly surprising that serious business people like TESCO leave them standing. Come on ASDA, show those with even worse management what can be achieved: wipe the floor with Sainsbury / Waitrose (!) / Co-Op / Morrisson -else die.

13 Nov 2012 - 20:47
joann53139's picture

If this is all people have to worry about they need to watch the news more! It represents my Christmas every year, I found it amusing but it is JUST AN AD. How about everyone boycotts The Sun Newspaper instead for degrading women - it happily shows pictures of men running the country on each page whilst showing the largest picture of a woman on page 3, proper sexism.

14 Nov 2012 - 00:25
po22320567's picture

There are many thousands do single dads out here, of which I am one. The Asda ad is such an insult and plays no part in modern society. I have always opposed any kind of discrimination, and have supported many women's rights issues, but women who support this ad actually show that they support sexism. The whole case is an outrage. Does Asda not realise that dads shop there too???

26 Sep 2013 - 19:47
laura32997's picture

I was extremely offended by it and I'm female. "Behind every christmas there's mum" was horrible to hear after having a miscarriage and feeling like if someone isn't a mother then they don't deserve a Christmas.


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