There’s nothing more offensive than the female anatomy, amirite? No seriously, apparently there isn’t, as Carefree has taken the title for the most complained about ad of 2012. Their controversial campaign which used the word “vagina” for the very first time in Australian advertising history successfully got knickers all over the country in a knot (ha!), clocking up 149 official complaints since first airing.
Complaints were generally based upon the use of inappropriate language, because everyone knows the real word is definitely more offensive than a cheeky euphemism. Those who contacted the Advertising Standards Bureau also protested on the basis of things like female nudity, the objectification of women and gender-based vilification.
The thirty second long ad features a naked young woman (who’s TV-unfriendly bits are shielded from the camera) using the D, P and V words – discharge, period and vagina for those of you playing at home, in a matter of seconds. Void of the shiny, frolicking women dressed head to toe in white that have become so typical of these kinds of adverts, the controversial ad received thirty complaints within the first 24 hours of it’s airing.
All complaints were officially dismissed due to the factual nature of the campaign/the need for Australia to deal with using grown up words for body parts. It remains unknown as to how many of the official complaints can be attributed to this guy alone:
