This is the campaign image that has Australian media agencies in a fluster.Â Photographed by Stephen Tilley, the Ecoya Body Care campaign has been deemed ‘too controversial for billboards in Australia,” says Ecoya’s Executive Chairman Geoff Ross.
Talking to The Sun Herald’s Shelly Horton he says:
“No Australian agency will take them. It runs in New Zealand. I’m surprised Australians are so prudish.”
Outdoor Media Association (OMA, the body representing billboard companies in Australia) said it would breach the code of ethics.
Ross goes onto claim that the Bvlgari adverts featuring a nude Julianne Moore are far more controversial than Ecoya’s.Â He says:
“What Ecoya is doing is hardly provocative. It’s pretty defendable as we’re promoting body care. Soft and healthy skin from a natural company. To us the image is logical and well photographed.”
Apparently when the billboard went up in New Zealand, it only got a few complaints with someone actually going on to stealing a billboard poster they liked it that much!
With all the nudity that we see today, especially online just in fashion not taking into account porn sites, I don’t find it sexually provocative at all but online is different to offline and outdoor advertising does reach children. But compare it to the Voodoo Hosiery adverts that we’ve seen on outdoor advertising over the years (see some examples here), where the women are naked and in sexually provocative poses with and without men … to me they are giving off completely different tones and there’s no consistency in the decision-making process.
What do you think? Are Australian media agencies being silly? Or is the image too ‘naked’ for outdoor advertising? Or are they being inconsistent?
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