27 February 2013 - 9:10am | posted by | 0 comments

Morrisons Christmas ad ruled not sexist

The ASA has ruled that the Christmas ad for Morrisons, which showed a woman hurrying to get everything sorted in time for the big day, was not offensive and sexist, despite 26 complaints.

Complainants suggested that the ad ‘reinforced outdated stereotypes of men and women in the home’ by showing the woman did all the work.

The supermarket replied that the ad campaign was conceived after the socially representative focus groups they had commissioned provided a strong message that many working mums were still bearing the brunt of Christmas preparations.

The ASA said: “We acknowledged that some people would find the ad's portrayal of a mother being solely responsible for the preparations to be distasteful. However, we considered the ad did not imply that it reflected every family's experience. We also considered that the ad was not likely to be seen as condoning or encouraging harmful discriminatory behaviour.”

This follows the ASDA Christmas ad also being deemed not sexist.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sterling Bank - Arsenal FC Partnership

06/05/2015
Challenge Sterling Bank needed to pull together an advert...

What's Yours is Mined

06/05/2015
Despite being one of the country’s largest economic...

MAY THE 4TH BE WITH YOU

06/05/2015
Xbox wanted to do something different to celebrate Star...

New Bailey

05/05/2015
New Bailey is a high value, high-density corporate centre...

Carluccio’s serves up new website and brand positioning created by Delete

05/05/2015
Kentico Partner: Delete   Global high street restaurant...