Is Virgin Atlantic's 25th anniversary ad sexist?
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Date Posted:
February-11-2009 11:07
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Relax. It's not sexist.
Britain's advertising standards watchdog has dismissed complaints that a Virgin Atlantic ad, celebrating the company's 25th anniversary, is sexist, The Guardian reports.
The ad features Virgin Atlantic cabin crew dressed in striking red outfits, attracting the attention of everyone in the airport. Set to Frankie Goes to Hollywood's 'Relax', the 90-second commercial shows the airline's first flight in 1984.
Despite receiving 29 complaints about the ad, the £6 million ($13.3 million) campaign was found not to be sexist towards women by Britain's Advertising Standards Authority.
The ASA has decided not to launch a formal investigation into the campaign, arguing "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".
The ASA told The Guardian newspaper that although some viewers "may find the representation of the women and men in the ad distasteful" it was unlikely to be seen as sexist towards men or women or to reinforce those stereotypes.
Virgin Atlantic has spoken out, saying "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."
Can't wait any longer?
See the ad.The clip shows the glamorous flight attendants walking through the airport with their captain, attracting the attention of everyone within eyesight. One man drops and breaks his enormous '80s mobile phone (it's hard to believe they were ever that big), another spills his hamburger down his shirt, and the sight of these beautiful women distracts various other men.
The end of the clip shows two men talking, one remarks "I need to change my job" and the other replies, "I need to change my ticket."
Enough talk.
Check out the video!