Renault burlesque ad banned for objectifying women

Renault's YouTube ad involving burlesque dancers for its Clio range has been banned by the ad watchdog for exploiting women.

The ad, created by Scorch London and called "two unsuspecting guys take the Renault Clio for a test drive", featured hidden camera footage of two men driving the car around London.

As they reached a junction, one of the men pressed a button dubbed "va va voom", kick starting a chain reaction that involved a Parisian backdrop to appear with actors and props, including a couple sitting at a café, a man on a scooter and a market stall.

A group of women then walked in front of the car wearing burlesque style lingerie, while dancing and gyrating around the vehicle and in front of the two men.

The ad ended as the girls walked away and a billboard brandished the words, "Reignite your va va voom."

The ad received one complaint that it objectified women. Renault countered that the ad had only been made available on YouTube and was intended to be seen as humorous through its parodying of Paris, which included the nod to the Moulin Rouge.

The auto brand added that the ad had been viewed over three million times but appeared to only have one complaint.

The Advertising Standards Authority noted Renault’s attempts at keeping the Moulin Rouge reference in theme with the Parisian setting.

However, it highlighted that the scenes with the dancers had a different length, different music and used slow motion shots, often "of the women’s breasts and bottoms," but with their heads obscured.

The ASA concluded the ad objectified the dancers and banned it for being likely to cause serious or widespread offence. 


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer