Cleaning product brand Ovenpride has been cleared by the Advertising Standards Authority following complaints of sexism in its latest TV advert.
The ASA received 670 complaints against the ad, which showed a man reluctantly cleaning an oven watched by an annoyed woman, with the accompanying voiceover saying: “So easy, even a man can do it.”
The advert ends with the line: “No men were harmed in the making of this commercial.”
Some viewers felt that not only did the advert give a negative impression of men, it also was demeaning to women by suggesting that cleaning is more generally a woman’s job.
But the ASA rejected the complaints saying that it was unlikely to cause widespread offence even though some of the ad was in “poor taste”.
Ovenpride defended the advert by saying it was using tongue-in-cheek humour playing on natural gender differences. View the advert and decide for yourself.