BBC Food, on DStv channel 70, has been requested by the Advertising Standards Authority of South Africa to remove one of its current campaign executions on the grounds that it 'objectifies and exploits the female body.' Bizcommunity.com thinks the ASA is sending scrambled messages - what is your view?
The advert features a woman in a bikini top that has a pair of fried eggs on it, with the payoff line 'dedicated to food'. The advert was one of three executions based on the idea of 'People that are dedicated to food'. The other two executions in the campaign depict a woman using a knife and fork as a hair clip and an egg beater being used as an ear ring.
Said BBC Worldwide marketing Manger Grant Bushby: "Our intention was to illustrate - in a tongue-in-cheek way - the lengths some people will go to show their dedication to and appreciation of, food. We are delighted with the favourable response we have received from a number of people in South Africa who have reacted positively to the BBC Food billboard campaign as a whole, but respect the findings of the ASA."
