some viewers have taken offence to a high-profile TV ad campaign created to celebrate Virgin Atlantic's 25th anniversary on June 22
For many, it is a classic example of tongue-in-cheek advertising. But some viewers have taken offence to a high-profile TV ad campaign created to celebrate Virgin Atlantic's 25th anniversary on June 22.
The ad shows disgruntled passengers sit waiting for a flight in a dingy Heathrow in 1984 while a smart-talking businessman chatters into a brick-sized mobile phone. Suddenly, five gorgeous air stewardesses and a handsome suave pilot swish through the airport as stunned men turn to ogle. But at least 29 people have complained that the Virgin ad is sexist.
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The advertising watchdog, however, dismissed complaints that the Virgin Atlantic ad is sexist and offensive to women. The ASA has decided that there were no grounds for a formal investigation and said that it "considered that the ad was unlikely to be seen as sexist or derogatory towards women or to cause serious or widespread offence".
The ASA said, "The general crux of the complaints was that the ad was offensive because it was sexist and presented a stereotypical view of gender roles.
"We considered that most viewers would understand that the ad presented exaggerated stereotypical views of the early 1980s and played upon perceived attitudes of that time in a humorous way. This case was therefore closed without the need for a formal investigation and subsequent adjudication."
A spokesman for Virgin Atlantic said, "The ASA has rightly dismissed these complaints, which probably come from competitors jealous of our fantastic cabin and flight crew. Our advert has been brilliantly received worldwide and reinforces why so many people want to work for Virgin Atlantic."
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