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

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.

Featured by The Drum