ASA bans ‘free’ adidas chest grid ads

Adidas, which tweeted 25 pairs of breasts, received an ad ban from British watchdogs after complaining that it was “free” and inappropriate for children.

In February, Adidas launched a sports bra campaign with a bare chest and strap line on Twitter and outdoors. “Why we didn’t make just one new sports bra”

The ad sparked controversy on social media, and Adidas was praised for addressing taboos but received equal acclaim.

At the time, Drum asked a female marketer for their opinion, and many dismissed the ad as “incendiary click-bait.” Or’s creative director Nathalie Gordon told The Drum: “

In response to the campaign, the Advertising Standards Agency (ASA) received 24 complaints alleging that the use of nudity is “free” and that it targets women, some questioning whether advertising is suitable for children.

Adidas UK defended, saying that the image was not superfluous, but instead “is meant to reflect and celebrate different shapes and sizes, show diversity and show why custom supportive bras are so important”. They also refuted claims that they were sexual advertisements, stating that the advertisement was intended to show the breasts “simply as part of a woman’s body”.

Adidas’ agency, TBWANeboko, sought advice from the CAP, who advised that images are not sexual, but caution should be exercised where advertisements are placed. Following that advice, Adidas avoided places near schools and religious sites.

The ASA questioned the campaign’s lack of emphasis on the bra it should advertise, and ruled that explicit nudity should be carefully targeted to avoid being offensive.


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