Last month Channel 7’s Morning Show asked me to comment on the Tool Shop’s Queensland billboard depicting three women with tools and the wording ‘Imagine All 3 at once? We can…’. The billboard was clearly intended to treat the women in a sexual way by encouraging fantasies about group sex with them. It also contributed to objectifying women who work in these trades. Here’s what I said:
We win: ASB upholds complaints
As Mumbrella reports:
The Advertising Standards Bureau has upheld a series of complaints made against an outdoor campaign that it depicts women as sex objects.
The campaign, for The Tool Shop, shows three women tradies next the line ‘Imagine all 3 at once? We can…’
The advertiser objected to the ruling, stating:”The women are in no way dressed “provocatively” nor is the tag line referring to anything sexual. We also struggle to comprehend how this billboard in any way, shape or form could ‘suggest that women are sexual objects’.”
The ASB considered that the text was more likely to be read as a reference to having sex with all three women at once, rather than being able to purchase all three tools in one place.
Overall, the ad clearly presented the women as sexual objects to be purchased or used and did so in a manner that was demeaning to women, the ASB ruled.
Thanks to all who submitted complaints!