Maverick’s is now taking the ASA to court, Shane Harrison rebutted the finding stating that if advertising didn’t objectify women, most female models would be out of work.The Billboards erected by Maverick’s, the well known gentlemens club has caused outrage due to the graphic nature of the images and the tongue in cheek message contained in the ad.
The billboards, featuring three very scantily clad women, ( think less is more) advertise the new fragrance collection conceptualized and developed by Porky Hefer. While owner Shaun Harrison claims the fragrance market is a natural extension for the sexy, sophisticated and upmarket Mavericks brand, and the “ Alibis” fragrance collection will appeal to many customers, the negative public blow back has seen the Advertising Standards Authority rule the billboards must come down. The reason, because they promoted gender stereotyping.
Maverick’s is now taking the ASA to court, Shane Harrison rebutted the finding stating that if advertising didn’t objectify women, most female models would be out of work.
While the ad’s are indeed racy, it is the fragrances themselves that cause some confusion. With titles like, “ My Car Broke Down, We Were Out Sailing and I Was Working Late,” the scents include burnt rubber, grease, ocean spray, cotton rope, cigarettes and ink. And who say’s sex doesn’t sell. Well quite a few Cape Town residents it would seem, the outraged citizens are demanding the billboards come down. With all the fuss that has been made over the billboards I would say the Maverick’s campaign certainly succeeded, so whether you are rushing out to buy your own ‘Alibi’ or tweeting your disgust, you’re still talking about the billboards.
2 comments
Michelle says:
Dec 2, 2011
Look, I’m all for ridiculously goodlooking woman in skimpy outfits [it’s been done a kazillion times by international fashion houses] but the fact that the range is called “Alibis” grinds my lady balls. The name indirectly – or directly, depending on the angle from which you look at it – promotes infidelity.
“Hi there Maverick Man. Yeah, so use this fragrance, attract a woman, cheat and then when questioned by your partner just recite the name of your fragrance as excuse. It’s easy to have fun this summer *stereotypical sailor wink*”
Why would a single guy need an alibi?
capetownphoto says:
Dec 6, 2011
I think we’ve gone too far down the immoral highway to start bitching now. The only difference between a Bad Girl and a Good Girl is that the Good Girl never got caught. I’ve never been to any gentleman’s club, I’m not against it, just never been. How’s this for a byline, ‘Mavericks, where all the good guys have gone’… ;p