Posted by Neil Bennett 09 October 2013
Beats barely rapped by ASA over misogynistic ad based on Blurred Lines video
The Advertising Standards Authority has taken action against an ad for the Beats Pill wireless speaker that's essentially a re-run of the 'controversial' – i.e. sexist as a Jim Davidson routine – music video for Robin Thicke's Blurred Lines, but with the speaker randomly inserted.
The ASA banned the video before 7.30pm, so that children are spared the are-you-really-trying-to-tell-me-that's-not-sexualised-imagery – as well as the temptation to buy a heavilyy-branded speaker that's actually a bit crap at being a speaker – but on the way they've come to some odd conclusions.
In their judgement, the ASA didn't uphold the complaints that the video was 'sexist, objectified women and was degrading to women' and that the 'models featured were irresponsibly thin' as users would 'recognise the stylised nature of the ad and understand that it was reflective of a music video'.
So essentially, because the video was merely copying a misogynistic music video rather than being misogynistic in an original way, it's fine. That's some weird-arsed logic there.
I look forward to seeing Beats next ad, which will likely feature a woman carrying Beats Pill around as she drinks, takes drugs, gets into a fight and has very casual sex with a stranger – which will be fine as it's just riffing on video for The Prodigy's Smack My Bitch Up. And you don't want to know what they'll show when they start digging into Nine Inch Nails music video back catalogue – though you'll only see it after 7.30pm.
If you actually watched the ad above, watch the bang-on parody of the original music video below to balance the books.