ASA bands Lucy lynx adverts

The Advertising Standards Authority has banned the Lynx Deodorant web campaign starring Lucy Pinder after complaints that the images objectivity and degrade woman. Apparently there were 5 adverts which showed Pinder undertaking activities including washing a car, jogging and playing with a light sabre, which in all fairness to the girl are things that I’m guessing quite a few women do in their spare time.

Now I would consider myself somewhat of a feminist, of course I want equal rights to men and I think that women deserve that but I sometimes can’t help but think that the issue of scantily clad females has been brought up time and time again and I am sick to death of it!

Yes the advert features Pinder in her underwear doing activities provocatively and yes she is a gorgeous woman with rather big boobs but so what?! She is also a woman who got paid to do the campaign and I’m guessing it wasn't an awful amount either. Nobody forced her to shoot the photos, she wasn’t being taken advantage of; she chose to show off her stuff in her underwear and I think hats off to the girl! Maybe I am missing the point here but I don’t quite understand what is so awful and demeaning with adverts like this. To me it represents a strong independent woman who has chosen to use what god has given her to help make a living and is enjoying living her life for the here and now. There’s no shame in her expression on the photos that’s for sure and if you want to do that thing then surely it is your choice, as a woman of the world, to use your body how you want and surely that in itself is being a feminist.

Obviously as the ads are banned the images are hard to find, but here’s one I managed to get my hands on, if you are going to be offended by a woman in her underwear, in the kitchen, with a turkey then I suggest you don’t look at the image.

The strap line reads, “Can she make you lose control?” and quite frankly if a woman cooking in her undies makes a man lose control then I think it says more about the state of the man than the woman.