A lingerie chain in Australia is getting more attention than they intended, after their commercial was deemed to risqué for television. The ad for Innerware Lingerie features a woman clad in a bra, panties, and thigh-high stockings walking into a tire shop, where she asks the person at the counter “Can you fit me?”.
The ad was intended to advertise the store’s bra fitting services, but many viewers were outraged by the spot, and made their displeasure known by complaining to Australia’s Advertising Standards Board. The complaints came from many people, from concerned mothers to unhappy wives. One woman went so far as to say that the commercial contributed to her husband’s porn addiction.
The Advertising Standards Board did feel that the commercial was not appropriate for TV, and released a statement saying “the advertisement did have a strong sexual suggestion with the combination of the woman wearing lingerie, her sexualized strutting, the focus on her body and the sexualized conversation”.
Evan Zorba, who opened the chain on Innerware Lingerie boutiques in 1994, says that he did not mean for the commercial to be offensive. “My wife was the one who wanted something more exciting…The idea was about having fun with it. We didn’t want to offend anyone”. The company has since put out a new commercial, which promotes their 40% off sale, and is not as risqué.
In addition to creating a new commercial, Innerware Lingerie also issued a public apology, saying “On behalf of Innerware and Crisp Advertising, please accept our sincere apologies for any inconvenience that we inadvertently caused”. While the commercial may have caused some negative reactions, a retailer can’t pay for this type of publicity! Anyone in Australia who did not know about Innerware Lingerie is sure to know about them now.
After watching the pulled commercial online, I can see how it may not be appropriate to be aired during hours when children may be watching television. But, I did not find it as offensive as I expected it to be after reading about how outraged some people were.
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Have you seen this lingerie commercial? If so, what did you think? Leave us a comment, and let us know!