Diesel – Unsuitable Advertisment

Fashion brand Diesel have been banned from using two posters likely to cause “serious offence” to adults by the advertising watchdog responding to 33 complaints. The first poster featured an image of a woman holding open her bikini bottoms with one hand and taking a photograph of her genitals with the other while a lion prowls behind her.

The second advertisement showed an image of a woman on a stepladder lifting her top and exposing her breasts to a security camera. Both ads displayed the text “smart may have the brains, but stupid has the balls. Be stupid. Diesel.”

The Advertising Standards Authority (ASA) received 33 complaints objecting that the ads were unsuitable to be seen by children, were offensive and condoned or encouraged behaviour that was anti-social.

Diesel defended the campaign in the following statement: “[the first poster] portrayed a very strong and unexpected image of femininity, aligning it with typically masculine themes such as the lion and that the confident behaviour in combination with the use of the text “Stupid has the balls” described her way of thinking.”



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