to be really disgusted by mikado biscuit advert?

[ObsidianBlackbirdMcNight]

Probably only a night time advert - japanese office worker (male) stumbles upon woman (presumably secretary) photocopying her vagina (straddling photocopier) followed by image of long thin biscuit being coated in chocolate (phallic/sex image?) and the tagline 'more than a little bit tempting' - Is it just me, or is that really sexist and gross?

Phew!

Was watching TV this eve with my 12 yr old boy, it came on and I had a little cring, thought it was funny, but was quite shocked

Sorry but anyone who has time to report this ad, has way too much time on their hands!

Sainsburys were selling it on special the other day, bought some, and the kids think its great. I'm not great about the 2 quid real price tho cos they ate the lot in about 5 mins and wanted more!

DP Just watched an advert with a woman advertising drills from B&Q he said should we all worry that that is sexual as well?

If not then stop being sad!

Not my words

Kat, YANBU
I was about to start a similar discussion when I saw your thread

Good to know I'm not alone!

yanbu in my opinion. I'm not usually prudish but I found this a bit gratuitous. It obviously objectifies her and not him. It clearly works as an ad but i don't like it.

You can complain about any ad here:

www.asa.org.uk/asa/

I think it's a shame that to find anything sexist you're immediately laughed at for being repressed and limited. I think it's a shame that feminism died as an acceptable attitude that believes in women being treated as more than sexual objects. If we didn't have a problem with this subject people wouldn't dress their very young daughters like prostitutes would they?!

here is the advertiser's defence

(they're half price in our tesco atm)

Me too shineon...

I don't find it sexist either, I really don't believe that she is being treated as a sexual object and think the bloke has a far more 'WTF?' expression. Yes - if he'd been leering it would have been a bit off but he wasn't, so the ad is just an ad and nothing else.

Maybe they need to rethink the cutdown version if it giving people this impression though.

I found it funny. Not sexist or offensive.

I think it's more unreasonable that the biscuits are called "Mikado". Every Irish person knows that a real Mikado biscuit is a tooth-decay inducing biscuit/marshmallow/coconut/jam conconcoction!

I found it funny. I don't see how you can read leeriness into the man's horrified expression, and the tagline clearly refers to the woman's desire for the biscuits landing her in an embarrassing position.

well in that case sproger yu could say it's sexist about men
-being so stingey he wouldn't share
-being so pathetic and greedy he's willing to hide chocolate
-being mysoginistic to the point where he will use his physical advantage (his height hiding the biscuits0 to get one over on a woman
-being a sex starved perve who's just after a cheap thrill

if you are so inclined you will see sexism/misogyny/male hegemony everywhere

rather than a manky ad

I think it's hilarious, but it completely fails as an advert because we were talking about it at work today and nobody could remember what the advert is actually for!

Presumably the woman is probably weraing knickers so the man is not staring at her "genitalia" - and phallic biscuits? Yes its a bit much but quite funny as well - not offensive.

But she is isn't deliberatley trying to photocopy her vagina, she climed on top of the copier to reach a packet of biscuits and accidentally pressed the button with her knee and set the copier machine into action just as a colleague walks in.

I have watched this advert with my dc's and laughed as we didn't think it was offensive at all, (I like to think that this is because as a family we all posess a good sense of humour rather then we are just plain weird )

and what on earth makes anyone think she wasn't wearing drawers?

OK, here's my take on the whole Mikado thing.

Polly, you're right. Everyone is blowing this thing out of proportion!

For a start, for kids, the bloke could well be shocked at her enourmous Bridget Jones knickers, or that she has a funny tattoo of "I have working in an office" or "I hate that bloke I meet in copier room" on her thigh. Not necessarily that she's trying to photocopy her privates. Which she isn't, because the whole thing is big, messy accident and bad timing, and she just wanted some biscuits, and it was, oh, a great big regretable accident.

Also, anyone saying she trying to photocopy her vagina is an idiot. The vagina is inside a lady, not outside, so unless she has an external vagina, which would truly explain the surprised look on his face, probably a look of horror, so yes, that would propel the ad into the realms of gore movies, and I for one would not endorse such an ad, particularly before the watershed!

And for kids watching, it's a "tee hee! He saw her pants!" kind of thing, while still being fairly jovial.

Only those who have dirty minds will see this as offensive; anyone else will just see it as slapstick humour. Remember being 6, anyone? :0)

THIS THREAD IS 18 MONTHS OLD!!!!!!!!!!!