There is something very wrong with this Agent Provocateur advert

I did complain to the ASA about it but got a response last week rejecting my complaint....its artistic apparently.......

I think there probably is some truth in the idea that brand awareness in itself is worthwhile - I think I have heard that you're more likely to go with a brand you've heard of than an unfamiliar one even if you don't remember anything about it beyond the name. But I'm not sure what the ad achieves because surely we've all heard of Agent Provocateur anyway - it's not like it's a new brand trying to make a splash - and I used to have better associations with it than I've now got as a result of this vile womanhating ad. So while it might increase the number of people that have heard of the brand, I would have thought there would be a risk it would undermine many existing relationships with the brand. I don't know anyone that's seen the ad and not put it onto their shitlist as a result, even people who don't self-define as feminists.

I thought it was a nice touch having one of the models drinking water out of a dog bowl on the floor . Have to ensure we know our place eh?

Gah and I hate to say it, but it's written and directed by a man. For this empowering female underwear apparently.

Horrid piece of shit.

WTF?! I shat myself! Bizarre.

I agree with Alice too. Overpriced pants aren't on my shopping list anyway, but if they were, I would be looking for another supplier after seeing that creepy ad.

I'm always baffled by the 'all publicity is good' trope. It makes no sense in the way I make shopping decisions. I have a shit list of places I will never buy from. I have places I will. This is based on views I have about those places from things including advertising and what I've heard about them. Am I unique in this? Does everyone else go round saying 'oh yes I've heard of them' and the wander in . Even if it's not conscious surely people have good or bad feelings about brands based on the same kind of stuff.

Well, it's done it's job hasn't it? All publicity is good publicity and lots of people are talking about the ad. It's as much about raising brand awareness as actually selling pants, if not more so, and shock and sexual violence is always going to get people talking. And we're sitting here helping them with it.

Don't think much of their knickers though - there's not exactly much of them and TBH I've seen better quality in Asda in the dishrag section. Bras look slightly uncomfortable too. Think I'll give 'em a miss.

That just shit me up!

Is it bad that when I first saw them I thought "shit! Zombies"

Apparently this nastiness has been unbanned and passed for display...

I have bought their underwear before now. it's quite good. I have gone to their site to watch videso before. Why shouldn't a woman have come across it? It is not at all sexy and as I never even watrch horror films it's the sort of thing which makes me stop watching right away so I would imagine if other people have the same reaction it was an appropriate thread to start particularly as it suggests women being violent to women.

How exactly did you 'just see 'this advert,if you were not already on the AP site? did it randomly jump onto your screen? If it had been directed by Justine instead of Justin would it have made you feel any different?

Awful! The clothes look terrible, the ad if horrible. I had the sound turned down and turned it up just as there was that loud explosion sound at the start of the ad! I just jumped right out of my skin. The women do all look like manachins and so fake. This is less of an ad and more of a sad 'fantasy'!

As someone said above if it got people talking about it then it's worked in a sense. I don't it's likely to make anyone feel in the mood to buy knickers.

I imagine they control where it's shown (except where people post it elsewhere like here). It won't be on mainstream TV.

What in the name of god was that?

The red-lace-signifying-blood bit actually just triggered me from a past trauma when I was 12. It's like something out of a horror film! (which I don't watch for those reasons).

Isn't there some other way of advertising ridiculously overpriced avant garde underwear?

I actually like some of the stuff they stock in my local downmarket sex shop (like see - through short nighties, I'm 5ft0 and the high street ones are always too long for me! and some other stuff I actually like). But this advert is just totally out of order.

Yuk.

Well, after scaring the bejesus out of me, and my teenage daughter,and feeling mentally violated, the advert did serve one purpose- to remind all women not to shop at Agent Provocateur. It seems their core audience have peccadilloes that turn to lesbianism and pain.
Methinks women should not have their fears manipulated or exploited. They manage to trigger the fear of sexual assault; the fear of being unsafe in our own homes; the inability to be in control of one's life and limb; as well as forced brutality and domination.
Time to spend our money at another store, say Victoria Secret online.Rather be an angel than a lesbian zombie.

Isn't that Twilight?

I daren't watch it.

So, the story is:
-woman is alone at night at home.
-threatening phone calls and she feels she is being watched
-invaded by very young, dead-eyed, vampiric bondage girls in porn poses
-who 'turn' her
-after she has posed (with the nice nightie) in a few 'is she dead and bleeding?' scenarios

How very edgy.

..actually yes where the ad references psycho/murder scenes, that i don't like. that is a definite 'not buy' ...although i think this brand needs to be cutting edge, i find that kind of marketing repulsive...does that make this specifically mysognist...not sure..reason i am not sure as it makes me think of Marilyn Mansons-self marketing (he did like to reference serial killers in his work) and he does similar things with men as both victim and perpetrator...

so to my mind 'bad taste' yes, 'mysognistic bad taste' possibly...do they do mens gruds, and how are they marketed?

i really liked the lacey night-wrap thing. I'd buy that.

but i don't see this as porn...bit too weird? they aren't pretending to enjoy themselves much, are they? they aren't making 'porn' faces - it's all very arty-farty.

not a very wise commercial move on the other hand...straight forwards 'Milk Tray' style add might be more widely published, and hit a more obvious audience...but then that's not what agent provocateur is about. it needs to sell to people who aren't catered for by Ann Summers, or M&S (who do very nice nicks) ...and distance themselves from other fashion houses that make undies (such as the very boring Calvin Klein range)

as a feminist..what can i conclude? i don't know. i don't particularly think this is a good piece of art though, nor is it one that makes me want to buy the majority of items featured. but the nightie was nice.

as advertising stories go, this one goes in the 'didn't get it - try harder next time' pile.

Oh Sprogger. You've reminded me. I'd forgotten that one!
Still I'm sure this year's crop will be even worse....!