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.
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.