Lots of bare breasts, all different. They belong to girls, young women, elderly, with different colored skin. It is the latest advertisement for Adidas sports bras.
Censored, however, by the Advertising Standards Agency, which it received 24 complaintsaccording to which the use of nudity in this advertising campaign (“Support Is Everything”) would risk sexualizing women, “reducing them to parts of the body”. Some of the reports found the image to be inappropriate when displayed in places frequented by children. Twitter, on which the ad was posted, said the post was flagged by some users, but it did not violate its terms of service in any way.
The Advertising Standards Agency, disagreeing with the complaints, said it did not believe the way the women were portrayed in the campaign was sexually explicit or risked treating them as objects. But he explained that, probably, nudity could be “free”, unmotivated. “Because the ads contained explicit nudity, we felt they required careful targeting to avoid being offensive to those who saw them. We felt that the image it was not suitable for use in non-targeted media, particularly where it could be seen by children“.
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The text of the campaign, however, well explains the intent of those images: «We believe that breasts of all shapes and sizes deserve support and comfort tailored to them. That’s why our new range of sports bras contains 43 models, so everyone can find the right sports bra for them ». Adidas Uk reiterates this, explaining that the photos of the breasts were meant to «reflect and celebrate different shapes and sizes, illustrate diversity and demonstrate why bespoke support bras are important. ” And she added that the images had been cropped to protect the models’ identity and to ensure their safety. All the models volunteered, because they supported the body positivity supported by the campaign.
Source: Vanity Fair
