Renault Clio ad banned for exploiting women - after only one complaint

(37 Posts)
BIWI Wed 17-Jul-13 12:53:35

Story here

Whilst I'm appalled that anyone at the agency could consider this an acceptable piece of advertising, it's gratifying to see that it's been banned after only one complaint!

(I realise that by providing the link I'm actually giving the ad more air time, but I think you need to see it to realise just how jaw-dropping it becomes)

Empress77 Wed 17-Jul-13 13:07:15

ah it was going well until the ladies came out!!

BIWI Wed 17-Jul-13 13:20:24

Exactly. Gratuitous or what?

BIWI Wed 17-Jul-13 13:22:12

And if, as they claimed, it was to invoke the Moulin Rouge, then they should have had dancers doing the can can, who wear considerably more clothes than that, rather than women shaking their breasts in close-up for such a long time. The length of time of that part of the ad - as well as the last bit of dialogue between the two guys - makes it obvious what the director/creative team were really interested in.

ButThereAgain Wed 17-Jul-13 13:34:38

Yes, a quick can-can line flitting across the zebra crossing might have passed muster as an evocation of the Moulin Rouge (though would still have been seedy and offputting), but what they had instead just used the Moulin Rouge as a flimsy pretext for a generic sex show.

I'll add "sexist bastards" to "crap cars" as an extra reason not to buy Renault.

Hasn't the clio been marketed as a "woman's car" in the past? So having artificially earmarked its drivers as female, the advertisers now have to use porn to prop up the drooping dicks of its male drivers who feel their sexuality threatened by not driving some Clarkson's Penis of a vehicle?

BIWI Wed 17-Jul-13 13:37:49

I know. It's just all wrong, isn't it?

DuelingFanjo Wed 17-Jul-13 13:40:20

well done on banning it whoever made the decision.

AutumnMadness Wed 17-Jul-13 13:40:43

Eeeeeeww, that was actually quite disgusting. Sleazy porn.

DuelingFanjo Wed 17-Jul-13 13:41:01

thing is, it's still out there?

I think these companies sometimes try to do their worst to get the maximum publicity that they can. crap.

ShotgunNotDoingThePans Wed 17-Jul-13 13:44:08

That had the promise of a really clever and original ad - enough to put the real-life test drivers into that situation and show their real(ish) reaction.

The ambience (as that Cockney comedian would say) was great - but the long-drawn-out punchline, where it became basically all about giving blokes a hard-on, wrecked that completely.
Shame on Renault and their advertisers. Why would they want to exclude a huge proportion of their potential customers?
Fucking depressing.

lemonmuffin Wed 17-Jul-13 13:46:47

I don't like things being banned after only one complaint. Free speech an all that.

But yes it is a little bit wrong.

GrimmaTheNome Wed 17-Jul-13 13:56:37

>not driving some Clarkson's Penis of a vehicle?
what was it he said, wasn't it something like 'I drive a car with an enormous spoiler because I've got a very small willy' grin.

Sounds like the complainant has done Renault a favour to get this banned before it could be widely aired.

NoComet Wed 17-Jul-13 14:08:13

Fuck, as others have said it would have worked perfectly a minute shorter with relatively decently dressed can can dancers going across the screen and the back drop changing.

As it is it just says "Clio, driven by small dicked, ugly man, who can't afford a decent car. Probably spends all his money on sex sites."

CaptChaos Wed 17-Jul-13 14:20:51

Who the actual fuck thought that that would be ok as an ad for anything, let alone a crap car? They could have made it a lot shorter (but equally vile) by having a short film of the anorak wearing creeps jacking off to porn, with a small toy car in the picture.

DoesBuggerAll Wed 17-Jul-13 14:23:00

It's a rubbish ad. As others said, it could have been ok but they ruined it by being about 2 mins too long.

BIWI Wed 17-Jul-13 14:26:50

It's interesting, isn't it, that it's been banned. Yet it's still freely available on the internet. (And I know I've contributed to that too)

PoppyAmex Wed 17-Jul-13 14:29:12


Didn't Audi self-censored themselves after bad feedback for their weird "quality" ad? I think they swiftly changed the whole campaign.

ImNotBloody14 Wed 17-Jul-13 14:33:33

so basically their cars are so shit the need to give a man an erection before he'll even consider buying one? not saying much for Renault is it?

TondelayoSchwarzkopf Wed 17-Jul-13 14:34:44

It's got nothing to do with free speech; advertising is not free speech - that's why it costs so much. It is regulated and objectification of women is not permitted in any medium.

Twirlyhot Wed 17-Jul-13 14:35:18

I wonder if it's the advertising agency that made the 'complaint' and the reason it was pulled so fast is that Renault chose not to defend it. It's getting them more publicity this way.

A more honest ad for Renault would have had bits of the dancers flying off mid can-can.

BIWI Wed 17-Jul-13 14:39:15
BIWI Wed 17-Jul-13 14:40:22

I have commented on that piece. Let's see if my comments pass their moderation team!

Owllady Wed 17-Jul-13 14:40:54

urgh! and the bloke is acting like he has never seen a woman ina bra before ffs
what is he 12? hmm

ImNotBloody14 Wed 17-Jul-13 14:52:41

wonder why they had no female test drivers? oh yeah.... hmm

CaptChaos Wed 17-Jul-13 14:58:53

A cynical little voice is telling me that maybe Renault didn't need a real live complaint before they pulled the ad. It's suggesting that pulling it, but having it on YouTube and TELLING people that there had been complaints about it from wimmenz was all part of the campaign.

You know, in a kind of, 'we want to sell this car to men, only men would appreciate such a fab car, all women do is complain about how sexy this car is, look, beautiful women who get their bras out love this car, and they will love you if you drive it' style of things.

MN is making me question everything. I am becoming very cynical about pretty much everything now.

BIWI Wed 17-Jul-13 17:08:15

Except it was the Advertising Standards Authority who actually banned it. Although quite what they have banned it from, I have no idea - as it is freely available, as far as I can see.

Owllady Wed 17-Jul-13 17:14:13

It is actually pretty degrading to men as well to depict them as simple creatures who like fawning with their tongues handing out over ladies in underwear hmm

K8Middleton Wed 17-Jul-13 17:16:30

From the piece linked it seems Resault tried everything to justify the ad!

Honestly it was like a teenage boy's wet dream. It just went on for so long and you couldn't even see the car.

Funny way to advertise a women's car hmm

BIWI Wed 17-Jul-13 17:19:54

And funnily enough, my comments have yet to appear on Perry's site ... hmm

weirdthing Wed 17-Jul-13 17:20:47

That is horrible!

MmeLindor Wed 17-Jul-13 17:21:38

Shame, cause if they had stuck with the romantic Paris (and the witty bit with Papa?! referencing the old ads) then it would have appealed to women, who are probably more their target market for the Clio.

Having half-naked women just made it cheap and tacky.

And yes, I am cynical enough to wonder if it was a marketing ploy

BIWI Wed 17-Jul-13 17:43:31

Nope - can't be a marketing ploy - ASA wouldn't get involved in anything like that.

BIWI Wed 17-Jul-13 17:49:35

.... although, presumably, making something just to be shown in the internet is a way around being banned. I presume that the ASA can ban ads from being shown on television but not sure what their powers are for internet-based advertising

wem Wed 17-Jul-13 17:49:58

Could be a marketing ploy still, in that they went so far so that ASA would have no choice but to ban it, giving them publicity. Because it is just unbelievably crass.

I have to say at the beginning of the ad I was surprised to see it showing two blokes going for test drives. I know nothing about cars and even I know Clio is a 'woman's car'. It's possible it could simply be an incredibly idiotic attempt to appeal to men. How insulting, to everyone!

teetering13 Wed 17-Jul-13 23:07:32

Agree with captchaos .. and yes, I guess I'm the cynical type too confused

BIWI Thu 18-Jul-13 11:14:48

Well, sad that I am blush I actually e-mailed the ASA to ask about this yesterday. Their website says that they respond to queries within 24 hours, so it will be interesting to see what they say/if they respond!

And my response is still not up on the Perry's website. Funnily enough, there are still 0 comments in reply to the article

meddie Thu 18-Jul-13 12:41:37

The first part of the ad was fun. If they had just had a line of can can dancers going left to right then off screen, that could have worked. But half the ad of women lap dancing a car.....yuk.

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