When Rosie Huntington Whiteley pouted in her Rosie for Autograph underwear range for M&S, did she and the M&S marketing team know they were about to cause a scandal? They certainly earned themselves a lot of attention with their raunchy moving video posters , which earned the range countless complaints, a suspension and an investigation by The Advertising Standards Agency (ASA). Tut tut. ASA have today rejected the complaints, however, and allowed that the campaign should continue.
The first of the adverts depicted the 25-year-old British model and actress in a green bra and knickers set, posing as if in front of a mirror. The second was similar but featured a different set. The third, which was the more raunchy of the three, showed Rosie turning and revealing her practically naked rear. While, M&S stated that the adverts were designed to be ‘soft’ and ‘sophisticated’, many people who saw the advertisements felt that they were too sexual in nature and inappropriate for family environments. Others complained that the posters reinforced sexual stereotypes of women. There were seven points on which complaints were made, in all, which have now been dismissed by the ASA, which ruled that the video posters may be displayed again.
ASA said that while it accepted that some would find the level of nudity in the ads distasteful, the images were not overtly sexual or likely to cause serious or widespread offence.
M&S have said that the images are designed to be ‘filmic’, ‘sophisticated’ and ‘soft’ and that measures had been taken to ensure the video posters were not displayed near schools.
ASA have said in M&S’s defence, that ‘the brand values were that the range should stand for making women feel attractive and sensual from the confidence of wearing elegant and sophisticated lingerie.
‘[M&S] refuted any allegation that the range or supporting campaign was degrading to women or reinforced sexual stereotypes of women.’
