Well General Pants are under the spotlight again for yet another sexist ad campaign. General Pants are repeat offenders. We've highlighted them in our #CrossedOff blog every year since 2010.
There was the time they forced teenage staff to wear "I love sex" badges. The time they plastered their change rooms with images of pornography and prostitution advertisements. The time they used posters of a topless woman being stripped from behind. And who can forget their "Wet Dreams" promotion.
This time they have released a video and poster campaign called "Fit in" to advertise their new denim range.
What is most obvious from the in store posters and the accompanying video is the way the women in particular are sexualised (one is even topless) while the men appear mostly fully clothed.
This type of sexualised advertising is pervasive throughout shopping centres across the country. See what 30 minutes at Chadstone shopping centre revealed here.
With so many studies showing the harm that objectification and sexualisation does to women and girls it is hard to believe that advertisers continue to market their products to us in this way. There has even been a recent study showing that sex doesn't actually sell after all.
What makes matters more unbelievable is that General Pants recently partnered with White Ribbon selling ribbons and wristbands in store and online to raise funds for the anti-violence campaign. This is ironic considering objectification of women, sexist jokes and language are all contributing factors to violence against women.
At Collective Shout we are committed to exposing those companies that continue to flog their products at the expense of women's well being.
Join us in taking action!
Contact the Advertising Standards Board regarding their in store posters using our 'Lodge a Complaint' page.
Contact General Pants:
Via phone: 1300 191 468
Via their website
Write a comment on their YouTube video
Whilst General Pants have been exploiting women and girls in advertising for years they have the choice to draw a line in the sand and change their ways. We invite General Pants to sign our Corporate Social Responsibility Pledge.