Celebrity Couple underfire for “sexist” TV Ad

When you see the ad “Bring it on” for the clothing brand Bonds it seems harmless enough but it has

When you see the ad “Bring it on” for the clothing brand Bonds it seems harmless enough but it has left many angry. The ad features comedian Hamish Blake and CEO of Go-To Skin Care Zoe Foster Blake playfully challenge each other in a workout competition. The husband and wife never take anything too seriously as they compete in rope skipping, pull ups, and beating up a punching bag.

There is one shot however that has many up in arms. In one scene Hamish is showing that he is better on the pull-up bar so Zoe pulls his shorts down and gives him a playful smack on the bottom. This upset some to lodge formal complaints with the Australian Advertising Standard Board.

One complaint stated, “The ad clearly objectifies men and shows how they are sexual objects to the viewers; is this message what we want children and other viewers to think?” Another complaint said, “I feel this is derogatory towards men, also promotes putting down another person”.

The complaints continued including one that stated “We are constantly being told to respect women, but this ad does not show anyone being respectful. Surely we want to promote mutually respectful behaviour to other people, not this sexist attitude.” While another complaint from a director of a child care centre claimed that the ad directly affected their kids stating “This ad has had an impact on the behaviour of a few children at the centre who now feel it is okay to pull their peers’ pants down”.

Bonds was quick to point out in the case that the advertisement only played during adult programming so the exposure to the ad is at the discretion of the parents. In a statement released by the Advertising Standards Board dismissed the complaints stating “During the various activities the couple are seen as sharing power, presented as equals and playful in their interactions together”.

As for the “offending” bottom smacking? “The Board considered this was very playful and in the overall context of a friendly spar, was not of concern, and there was nothing in the man’s response to cause concern.”

Are people getting upset over nothing? Do you think the ad is offending? Do you think that the child care worker forgot that “dacking” someone’s pants has been around almost as long as pants?


  1. Mary  

    What is wrong with this world we are living in. I really liked the ad it was playful and refreshing.

  2. Jenny  

    Some people need to get a life!! I thought the advertisement was a fun look at a married couples behaviour.

  3. Young, married, in love and playful. It is an ad for Bonds and we saw them, nice bum by the way. Too much time on the hands for some, lighten up and enjoy, it’s funny…

  4. michael Psarros  

    notice all the women LOVE it lol

  5. Sharyn  

    Oh for goodness sake, if it really offends people just delete that tiny section of the add, no need to carry on about it like it’s the end of the world. There are more important things happening in the world to get upset over!

  6. robyn pearson  

    for F<<k sake get a life you people get a friggen life go hug a tree or something I m so sick of people whinging about stupid things just have a bloody laugh for gods sake

  7. Gayle  

    I love the add, it shows a happy couple playing. Some people need to get a life. Good on you Bonds, and yeah, cute bum Hamish.

  8. Wayne Watkins  

    I love that ad and think they make a lovely couple and obviously are in love and loved making this ad . You can feel the genuine chemistry between them and there are no false claims , just a genuine fun time .

  9. Ruby Tuesday  

    I can’t see anything wrong with the ad. The fun police are at it again!
    Some people have too much time on their hands. They need to get off the couch and get a life/a job/ volunteer….

  10. Anyone who whinges about this type of harmless fun – should have their own bum spanked!

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