ASB dismisses complaint that Schick campaign objectified women

Complaints suggesting a campaign by Schick was sexually objectifying women in an effort to sell razors have been dismissed by the Ad Standards Board (ASB), with the board ruling “the level of actual nudity is not inappropriate in the context of a limited audience of Facebook members” and the woman appeared “confident and empowered”.

The campaign saw the brand ask the public to upload their photo in a competition to be featured on a T-shirt.

It was promoted using a video featuring a woman wearing several layers of the shirts which she rips off as the ad progresses, before she pulls the final shirt up with a message appearing prompting viewers to click here to see what happens next. Campaign group Collective Shout hijacked the campaign, encouraging its followers to upload a photo featuring a message against sexism.