‘Sexist’ TV ad claims thrown out
A MORRISONS Xmas ad showing a woman wrestling a giant turkey before stirring lots of pots and pans has been accused of being sexist.
The promo – which also shows a man struggling with a Christmas tree – had 26 complaints and was accused of being “offensive and sexist because it reinforces outdated stereotypes of men and women”.
Responding to the complaints Morrisons said 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.
They showed these real-life experiences in “a gentle, thought-provoking, but light-hearted manner”.
But the Advertising Standards Authority rejected the complaints, saying: “We considered that the ad was not likely to be seen as reinforcing negative stereotypes of men or women in general.” © Kathryn Bonella. This extract was taken from
published by Quercus, £9.99.