How the world has changed ...
12/10/2023
When the first Mazda 323F came to Switzerland as a five-door hatchback coupé in 1989, we photographed the red car directly on Lake Geneva together with a "double" of Marylin Monroe. From today's perspective, an absolute "no-go"! A woman and a car is no longer an option, at least that's the opinion of today's society.
A little girl eating a banana and leaning against the grill of an Audi RS4 in a summer dress actually triggered massive criticism three years ago. The manufacturer's message was: "Lets your heart beat faster - in every aspect". The company then apologized, saying: "We sincerely apologize for this insensitive image."
The advertisement was met with harsh criticism on two counts: on the one hand, young children in particular are simply being overlooked more and more often in road traffic due to ever-increasing motorization, but also due to ever larger and higher cars. It is therefore completely tasteless to photograph one of these potential victims on the radiator grille and use it for advertising.
On the other hand, the pose of the girl in the short summer dress is sexist, especially with the banana and in connection with the text.
The topic of advertising is becoming more sensitive every year. It is no longer possible to simply implement an idea as it used to be. Everything has to go through a hundred instances for review and in the end there is still a hail of criticism because some detail has been overlooked.
In 2003, a SEAT advertisement showing a jeans bottom and a peeping thong of the runner-up Miss Switzerland Mascha Santschi also caused a negative echo. The text read: "Test drive immediately". Yes, that was perhaps a little ambiguous...
Santschi commented on it herself at the time and said: "I don't find the advertisement misogynistic or discriminatory. I'm not posing naked. Besides, I have more to offer than just showing my little feet."
Unfortunately, a part of today's extremely sensitive society sees things very differently, everything has to be weighed on the glass scale and a lot of things break under a censorship that the population would not even recognize as such.
