In the picture of the ad a Black man (in boxer shorts) is seen making a kicking motion towards the rear end of a Caucasian woman in lingerie. The accompanying text says “LETS KICK SOME ASS” and “K1 boxer Remy Bonjaski Sapph for Men”. Bonjaski is in fact the new face of Sapph.
The filed complaint stated that this campaign was aggressive and would motivate men to kick women in the behind. Furthermore, because the man is Black, the ad also insulted men of color.
The Advertising Code Committee treated this case in a fashion we have come to expect, that is with great precaution. The Committee is generally very careful in banning ads, since determining exactly what is contrary to morality and unnecessarily offensive is highly subjective.
The Committee declared that when viewing the ad it was clear that it was a staged photograph. Especially the posture of the woman clearly indicated that there is no element of violence involved.
An appeal was made with the Advertising Commission, but the Commission had the same opinion. The campaign is not misogynistic and still in conformity with the standards of decency.
