The Advertising Standards Association has ordered Gossard to pull down two of its posters from its 'Find Your G Spot' campaign, after upholding a string of complaints.
The three ads were created by Abbott Mead Vickers BBDO and attracted 37 complaints. They show women lying in bed with their underwear strewn on the floor.
The ASA upheld objections to two posters using the straplines 'Bring him to his knees', and 'If he's late you can always start without him' but a third ad, 'Moan, moan, moan' was allowed to stand. All three carried the line 'Gossard Find your G spot'.
Complainants said the adverts were sexually explicit and gratuitous and were offensive . However, the ASA did not uphold an objection from one complainant that the adverts were demeaning, portraying men as sex objects.
Gossard defended the campaign saying it was aimed at 'liberated women with a wicked sense of humour'. Gossard's marketing director, Angela Masella said that customers expected bold products and campaigns.
'The campaign represents the Gossard brand values of fun, sexy fashion and implies that Gossard lingerie makes women feel confident and ultimately sexy,' she said.
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