Have you seen the ASDA ad for Christmas?

(36 Posts)
kim147 Mon 05-Nov-12 19:18:05

https://www.youtube.com/watch?NR=1&v=QiTuiYtaMV4&feature=endscreen

The 50s called. It wants its advert back. Apparently this is based on a lot of research from Asda mums. Thing is - it might well be the reality for some mums out there.

Trekkie Mon 05-Nov-12 19:52:21

I saw this on the TV earlier and actually swore at the screen. I reacted quite spontaneously and extremely negatively. Esp the bit at the end where everyone else has clearly been sitting around for hours and "mum" finally gets to take her pinny off. Grrrrrr. It never ceases to amaze me that adverts of this type (WOMEN! This is what you are for! Serve others! Gain pleasure vicariously! Work tirelessly for others and expect no thanks! etc etc etc) GRIM.

(Although depressingly this scene is in fact played out at my parental home every year <sigh>)

catgirl1976 Mon 05-Nov-12 21:06:41

It annoyed the crap out of me

Luckily I don't shop at Asda so am already boycotting them

BlameItOnTheCuerveForTreason Mon 05-Nov-12 21:14:08

it made me RAGE.

women! know your place! you do all the work, because its the done thing.

dh cooks on xmas day, I buy the presents and write cards, we both wrap and all decorate.

SamuraiCindy Mon 05-Nov-12 21:14:27

I saw this and gave off about it to my friend. I hate the fact it pretends to thank mums and be grateful and acknowledge their hard work when really all it does is reinforce the message that mums are just supposed to be slaves.

jammic Mon 05-Nov-12 21:16:22

Awful awful advert

ConsiderCasey Mon 05-Nov-12 21:33:23

OMG. That ad just embodies everything I hate about everything!! OTOH it puts mothers on a par with saints (vomit inducing, patronising and ignoring men) whilst simultaneously telling us that our jobs our to be slaves to our family, run ourselves raggard and not expect any help from our buffoon like husbands.

Big fat Grrrr!!

ConsiderCasey Mon 05-Nov-12 21:34:53

sorry - our = are! blush. That's how angry the ad made me!

ashesgirl Mon 05-Nov-12 21:38:14
NigellaTufnel Mon 05-Nov-12 21:41:23

What's for tea love?

Are you freaking kidding me?!!!

If at all possible I will never set foot in Asda ever again.

KRITIQ Mon 05-Nov-12 22:57:28

Thanks for the link to the other thread, ashes. I posted something there. Good Lord it's awful.

Anyone found an email for complaining to Asda yet? Boycotting only works if you tell them that's what you are doing and why!

HalloweenNameChange Tue 06-Nov-12 05:29:38

letter sent to the No More Page 3 campaigners from ASDA, ASDA believe women belong in the kitchen or on page 3 with their tits out. They claim to support the let girls be girls campaign whilst simultaneously showing tits in their store. .
'Dear Lucy-Anne

Thank you for contacting us about your campaign group No More Page Three. Andy Clarke has asked that I reply to you in my capacity of Corporate Affairs Director for ASDA.

Firstly, let me assure you that we take our responsibility as a family-friendly retailer seriously and have been at the forefront of campaigns that support
these values.

For example, we were the first retailer to sign up to the 'Let Girls Be Girls' campaign which works to prevent the premature sexualisation of children.

We also believe that the best way to allow our customer to express their opinions is to offer them choice of what they buy and do not buy.

As I am sure you are aware, newspapers are sold on a sale or return basis, meaning if an individual does not wish to support a certain publication, they can choose not to buy it, and these papers will be returned.

Thank you for taking the time to write to us on this issue.

Sian Jarvis
Director of Corporate Relations.'

StewieGriffinsMom Tue 06-Nov-12 10:48:17

Message withdrawn at poster's request.

LadyMaryCreepyCrawley Tue 06-Nov-12 10:55:59

We really love adverts like this. Not.

KRITIQ Tue 06-Nov-12 11:02:26

Halloween, it's pretty clear that Sian Jarvis doesn't "get" what the No More Page 3 Campaign is about. Their concern is that Asda, setting itself up as a "family retailer," spends big bucks advertising in The Sun - the same paper that displays extremely sexualised, topless photos of women on page 3. Do you think the letter is being deliberately obtuse in referring to customers having the choice to buy whatever papers they want from an Asda store? Are they actually that clueless?

SissySpacekAteMyHamster Tue 06-Nov-12 11:03:55

Has me spitting too. I was frothing at the fact that after cooking a meal etc she gets to sit on the squishy pouffe .... and looks happy about it!

If that was Christmas in our house, it would be banned.

Mutant Tue 06-Nov-12 14:31:39

We have two Halfords adverts playing on my local radio. First one is the woman who can't fix the car so waits for the man to do it and the man takes it to halfords, second one, woman can't do the car so takes it to halfords.

I can fix the car a lot better than my husband AND halfords. pft.

StewieGriffinsMom Tue 06-Nov-12 19:43:06

Message withdrawn at poster's request.

ashesgirl Tue 06-Nov-12 20:02:20

Absolutely, SGM, I will nominate stuff as it crops up.

Also wonder if we can do more with the ASA under offensive stereotyping. They've received 24 complaints so far about the Asda ad. I haven't complained yet but think I will.

StewieGriffinsMom Tue 06-Nov-12 20:07:04

Message withdrawn at poster's request.

ashesgirl Tue 06-Nov-12 20:19:05

I've had trouble finding ASA guidelines although I did find the European Advertising Standards Alliance stuff which I'll post for you.

All seems fairly self-regulated to be honest. But we can but try.

ashesgirl Tue 06-Nov-12 20:24:28

'The primary purpose of commercial advertising is to promote goods and services, not to bringabout changes in society - what is often called 'social engineering'.

Advertising therefore 'holds up a mirror to society', portraying it in ways which are sometimes idealised or simplified, but essentially a form which consumers can immediately recognise and with which they can readily
identify. To safeguard advertisers’ right of free speech and freedom to select their audience, this need has to be respected.

However, it has also to be balanced with the need to avoid stereotypical portrayals likely to be widely perceived as projecting an offensive or demeaning image of women, either as individuals or as members of society.

Differences in national culture notwithstanding, it is no longer generally regarded as acceptable for advertisements to exploit women as 'sex objects' to attract male attention, or to feature them as mere adjuncts to the sale of goods.

It is unrealistic to expect advertisements to avoid showing
women in traditional roles, e.g. carrying out household tasks or caring for children, but care is needed to avoid any suggestion that such activity is 'women's work', or has little value, or that those who do it are unintelligent or interested only in domestic trivia.

The last two decades have seen significant changes in the way that women are portrayed in advertisements, reflecting advertisers’ alertness to changing public sensitivities and recognition that a positive image of women as individuals and members of society is likely to evoke a better
response, as well as avoiding complaints.

The portrayal of men
As a deliberate reaction against stereotypical portrayals of women, recent years have seen a trend in some countries showcasing a reversal of traditional stereotypes, portraying women as dominant, resourceful and capable and men, by contrast, as foolish, immature and inept.

Such advertisements are usually amusing and good-humoured and appear to be generally accepted in the same spirit, but there is evidence that a minority of men is beginning to find this approach irritating. In some countries, notably Ireland and the UK, complaints have been received alleging that such advertisements are offensive and promote a demeaning stereotype of men.

So far, complaints of this kind have been few in number.

Nudity and sexual innuendo
The acceptability of nudity in advertisements is strongly influenced by cultural traditions and levels of tolerance vary widely between countries. However, in most countries there is general acceptance of the discreet portrayal of nudity in an appropriate context, e.g. advertisements for toiletries.

By contrast, blatant or gratuitous use of nudity, in contexts where it has little or no relevance to the product advertised, or merely in order to gain attention, is likely to cause offence and provoke complaints in most countries. Similarly, the use of mild sexual innuendo in an appropriate context appears to be generally well-accepted, but discretion is essential to avoid causing offence, particularly to people outside an advertisement’s target group.

Striking the balance
Matters of taste and offence are always difficult to adjudicate, but it is important to strike the right balance between the sensitivities of consumers and the recognition of an advertiser's right to freedom of speech.

It is important for advertisers to be aware of the need for discretion in this area, if necessary seeking advice from self-regulatory organisations before publishing their campaigns.

Selfregulatory rules are particularly well-suited to handle subjective issues of this kind, since they are able to react swiftly and sensitively to changing public attitudes.

KRITIQ Tue 06-Nov-12 21:50:40

Interesting comments after the Marketing Week article about the advert - not a one think it's a good campaign. The words "shot," "in" and "foot" spring to mind!

KRITIQ Tue 06-Nov-12 21:53:29

Interesting comments after the Marketing Week article about the advert - not a one think it's a good campaign. The words "shot," "in" and "foot" spring to mind!

www.marketingweek.co.uk/story.aspx?storycode=4004571&PageNo=2&SortOrder=dateadded&PageSize=10#comments

topknob Tue 06-Nov-12 21:55:49

I think maybe you take it all a bit too personally, in our house it is me who does the majority because dh is at work all day, whats the issue??

Djembe Tue 06-Nov-12 21:58:55

shock just watched it on YouTube. Getting self on to this thread to email complaint to Asda quicksharp.

Fucking horrible, the pouffe, the nagging, te pic of her looking harassed and stressed, then yes - the wonder of Christmas day, when she can be fulfilled through everyone else's happiness angry angry angry

Icant actually articulatehow angry it makes me. Would any woman watch this and think. 'ah, Christmas' and not 'oh fuck, do I have to slave to produce some shitey feast that no-one will thank me for'?!

Like any one thinks Christmas just happens - short of pre-teenage kids. What a fucking sexist fantasy of slavery.

Djembe Tue 06-Nov-12 21:59:39

And and and

The turkey covered in foil for later leftovers carving - her work is not yet done , viewers angry

tribpot Tue 06-Nov-12 22:05:34

When she was sitting there peeling the potatoes on her own, I was seriously thinking "just get up, grab a bottle of wine and fuck the fuck off for the day".

I hope Asda Mum can have a Christmas where someone waits on her someday. Hoovering whilst toting the baby around was another particularly low moment.

Shakey1500 Tue 06-Nov-12 22:06:44

DH and I saw and and made lots of shock faces throughout then spluttered for a fair while afterwards. Christmas Day is shared between us, DH cooks the dinner, I clean up afterwards, we both do the shopping, I wrap the presents, etc etc.

Highly sexist advert [anger]

tribpot Tue 06-Nov-12 22:13:19

I've tweeted it to @EveryDaySexism. What utter shite.

LeeCoakley Tue 06-Nov-12 22:20:53

I watched slack-jawed, hoping against hope that there was a twist at the end. It's not even HER hard work, bloody Asda are taking half the credit. The bit that I hated the most was her serving everyone at the table like a servant. Gah!

Dd2(17) watched it and said 'aah, that's so sweet' hmm We've had words.

tribpot Tue 06-Nov-12 22:27:52

It would have been good if it had been her nightmare of Christmas - and then she awakes 3 days beforehand to find out - hurrah! - it's going to be a team effort after all and everyone pitches in to help.

Slogan: Merry Christmas. Without the sexist shite this year.

madwomanintheattic Tue 06-Nov-12 22:32:06

Ah, lee, me too. That bit where she did that 'awwwww' smiley - I really genuinely thought she had gone into the kitchen to find out that the washing up fairies family had done the dishes and it was all sparkly clean. Nah, she was so happy to see them all on their arses watching the goggle box, after she'd cleared up. I thought it was going to cut to family in pinnies drying up and putting away.

My hopes are now ghoulishly splattered all over the freshly mopped floor, I tell ya.

And I nearly lamped that chap when he raised his wine glass.

Dh does most of Christmas here. I do get up early to get the turkey in, because I barely manage toast the rest of the year, so it's the least I can do, really.

KRITIQ Tue 06-Nov-12 22:37:58

BTW, Wetherspoons does a slap up Christmas Day lunch for about 30 quid a pop - cheaper for children. You know it makes sense. smile

madwomanintheattic Tue 06-Nov-12 22:49:40

<30x5+$5000airfare=dh gets to cook again> grin

Am always tempted by that option, though.

On a brighter note, there is no asda here.

Djembe Wed 07-Nov-12 08:49:52

I like the idea that it could have been her nightmare Christmas and she wakes up and it's a team effort after all.

Come on Asda, not too late, you can salvage this - make a 'part two' advert to be shown the second half of the season smile

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