Diesel Scorpion ad gets banned after no longer running

Diesel's Scoprion ad has been banned by the ASA after a run in The Sunday Times Style Magazine lead to complains.

The complainants objected that the position of the women's legs around the man's body overtly suggested sexual behaviour and was therefore offensive. They were also concerned that the image was unsuitable in a magazine that might be seen by children. One complainant, who believed the man in the ad was black, objected that the ad was racist.

Here's the ruling by the ASA:

The ASA noted Diesel's assurance that the ad was no longer appearing. We also noted the surreal and stylized nature of the image but considered the nudity and the position of the women in relation to the man's body was a clear allusion to sexual behaviour and unsuitable for a newspaper supplement with a broad readership. We considered, however, that the use of a male model with dark skin was intended to create contrast with the light skin of the women's legs and was unlikely to be seen as racist. We concluded that the sexual image was likely to cause serious or widespread offence and was unsuitable in a magazine that could be seen by children.

Comments (6)

  • kamari's picture

    Ugh, having seen that ad live I thought it sucked any old how. I guess it's a good a way as any to sell "fuck-me" boots, but I saw it as a huge building draper poster and that was a bit foul-tasting. It was the size of that ad that bothered me.

    Mar 08, 2006
  • Dabitch's picture

    PS, love the ban after the end of the run. Soooo effective! ;)

    Mar 08, 2006
  • caffeinegoddess's picture

    hahha yeah. Then again, it's not totally unusual that by the time the ad runs, goes through the ASA and a decision is reached that the ad has finished it's run...still makes it much more amusing. Especially for a rather crap ad like this one.

    Mar 08, 2006
  • Plywood's picture

    Maybe people complained because the ad is really lame.

    Mar 08, 2006
  • Dabitch's picture

    Ha! That would be a first!

    No wait, maybe not, I've done it. But I'm ad-damaged.

    Mar 08, 2006
  • w h i t e's picture
    w h i t e

    I don't understand how the girl in the middle is getting any pleasure out of this.

    May 27, 2007

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.