Lavazza gets pin-up ad banned in Sweden

Badland: 

Swedes - the prudes with the scandalous reputation and the high ratio of buxom blondes has banned a Lavazza ad as it was discriminating. See tame pin-up inside.

As we can see here, the gorgeous pilot is relaxing at home in her bed after work with a nice cup of espresso. Right. No, that's not what's going on, ERK (Ethical council in advertising) states:

The ad is an example of advertising where women are used as attention-grabbing image of a sexual nature, without having a connection to the product advertised. This is insulting to women in general and the ad thus breask the ICC guidelines of advertising.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (7)

  • TDD's picture
    TDD

    Dabitch wrote: As we can see here, the gorgeous pilot is relaxing at home in her bed after work with a nice cup of espresso. Right. No, that's not what's going on...

    Indeed. I see a man wearing only a towel in the top left portion of the ad. It looks like he has another towel over his shoulders that he is drying himself off with as he steps out from the shower.

    Nov 22, 2006
  • deeped's picture
    deeped

    Swedes also upset when the "folk"-gym (a sort of cooperative training: Friskis & Svettis) is talking about that s*x is the best way to train your body. And with beautiful erotic pics by Walter Hirsch. Big nono in this godforsaken prude land. Or what is your take on it dab? ;)

    Nov 25, 2006
  • Dabitch's picture
    Dabitch

    I thought that the Walter Hirsch penetration-photo shouldn't be in an open direct mail customer magazine for the "everybody" gym known as 'Friskis och Svettis'. It's totally off-brand and quite frankly a little gross. Call me a prude if you wish but penetrations belong in avant garde art farty books or porn mags and not that particular magazine. Unless of course you want to alienete your mom-pop-and-kids customers and become some arty-farty elite gym, that is. Edit: See images at Resume. (NSFW depending on where you work)

    Nov 25, 2006
  • Dabitch's picture
    Dabitch

    Ha! they sure have a strange campaign running, some odd superhero and a woman dressed as a latex-leopard? (crap camerphone-photos)

    Nov 25, 2006
  • Dabitch's picture
    Dabitch

    Back in 1951 there was some visible nipple in One Summer of Happiness, then in the sixties there was
    I am curious yellow - but I think it has to do with Denmark being the first country to legalize pornography and people getting the two countries confused. Sorta like the old airport-driver conversation in anyland. -"So where you from?" -"Sweden." -"Oh, they make great chocolate... And watches..." alternativly they'll speak of "how liberal" we are. These days I just reply "Norway".

    To add to that though, ERK are just following the ICC advertising codes, which aims to self-regulate against sexist and/or discriminatory and/or offensive advertising. The International Chamber of Commerce is not a Swedish invention, but perhaps Swedes are just pickier about following the self-imposed rules in order to stay neutral and not offend?

    Jun 10, 2007

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