• Sweden edition
 
Swedish wrath over 'naked shocker' advert

Swedish wrath over 'naked shocker' advert

Published: 04 Jan 2013 17:21 GMT+01:00
Updated: 04 Jan 2013 17:21 GMT+01:00

“I only need my mobile!” naked staff profess in a Christmas advert that set of an avalanche of sexism complaints about the company Seamless to Sweden’s Advertising Ombudsman (Reklamombudsmannen, RO).

In December 2012, a third of all complaints sent in to Sweden’s Advertising Ombudsman (Reklamombudsmannen, RO) concerned the advertisements from e-money firm Seamless.

The full page ads appeared in the Aftonbladet tabloid in the run up to Christmas.

“We nicknamed it the ‘naked shocker’ in the office and we’re proud of the campaign,” Seamless CEO Olivera Andersson told media magazine Resumé on Thursday.

She said they were expecting public reactions to female staff members of all ages stripping down for the risqué pictures.

"But after all, we are born naked."

It was not only members of the public who saw red, tech columnist Peter Esse wrote that he was so annoyed at the marketing ploy that he would never use the company's mobile-payment services again.

"Why are they showing naked women instead of showing us what service the company offers?" he wrote in the online magazine Allt om Mac.

"And seemingly, they don't have a lot of faith in their coworkers competencies, as they're instead showing their bodies in full-page adverts."

The nature of the complaints to the advertising watchdog mostly echoed his concerns.

“The majority of the complains considered the adverts to be discriminatory to women,” ombudsman spokeswoman Elisabeth Trotzig told Resumé.

The campaign was designed in-house, rather than by a second-party PR agency.

The company now has two weeks to respond to the complaints in a formal letter to RO, which will then decide on a plan of action.

The Local/at

Follow The Local on Twitter

The Local (news@thelocal.se)

Your comments about this article

21:08 January 4, 2013 by johan rebel
Of course it is discriminatory to women, 'cause most don¨t have what it takes to pose naked. That no doubt includes 100% of the complainants. They probably don't even have a sex liife, which leaves the with plenty of time to whinge, whine and complain about non-issues like this one. They are also playing directly into the hands of the advertiser, who is getting a lot of free publicity.
22:17 January 4, 2013 by newsjerseyballs
First of all, it ain't sexist and anyone who takes these morons seriously needs some sense beaten into them. Second, I watched Family Guy tonight. Its filthy, its hysterical and its on TV every night for several hours. So what's the point of this ombudsman? Sounds like some panty waist who needs a proctologist more than a government paycheck. I'm starting a company myself and if this advertising has these people crazy I'll have them jumping off buildings with what I've got in my drawers. Pure raunch and I'll be laughing all the way to the bank with the free publicity. I got your sexism....right heeeeeay.
14:03 January 5, 2013 by krrodman
If the purpose of an advertisement is to bring attention to the product, then this is an extraordinarily successful advertising campaign.

Bravo!!!
16:09 January 5, 2013 by Voiceout
Nude photos of women brings vulnerability of women's safety in sweden. Already there are alarming news about the sexual harrassment that some women citizens face. Moreover , there are ethics and culture in a company. Nudity is not a favourable decent culture except it is vulgar. Why should the company opt for a vulgar advertisement to endorse the goodness of its product. If the product is really good , it gets good sale . Captivating customers by its shocking nude advertisements shows the cheap work culture of this company.
16:46 January 5, 2013 by Mxzf
Since the campaign also contains "naked" (nothing is actually showing, as usual) men, I doubt it can be considered discriminating. Except if the men showed nipples and the girls didn't, I suppose (but then, in which direction?).
21:05 January 5, 2013 by rramirez
The "third of all complaints" could reflect four of twelve complaints for all we know, with the ombudsman using distorted statistics to deceptively justify its own existence. Let's be honest, there is no general "wrath" in response to this ad.

This advertising ombudsman is completely obsolete and pointless. In a world so full of messages via so many media, the idea of focusing on traditional media and further the advertising within that traditional media ignores 99% of everything going on. All this ombudsman does is give free publicity to anyone that the ombudsman goes after. As advertisers seek publicity, the ombudsman is actually encouraging the precise behavior it is trying to discourage. It should be done away with for the sake of those it is trying to protect in order to prevent people like #2 from using this silly position as a means of generating free publicity.
23:57 January 5, 2013 by Eric1
So funny to read how Swedes think Americans are so prudish. Then they are shocked with these so called nude advertisement. Shockingly funny.
08:56 January 7, 2013 by EP
The Swedes are so prudish and boring. In most other western countries no one would bat an eye at this. Go after something that matters not a crappy advert.
10:14 January 7, 2013 by fikatid
They are making a mountain out of a molehill. Oh please, don't they like to complain. To make it even, they can have both semi-naked women and men in the ad then.
17:40 January 7, 2013 by zat_xela
Excellent. I'm sure these women were not forced to do this ad. For an in-house campaign to get international attention like this...well done! No such thing as bad publicity.
18:14 January 7, 2013 by Nvd
I am happy that they got the publicity. Yay.
18:49 January 8, 2013 by wxman
They are all beautiful normal women, with all the normal differences that will never allow them to be high priced models. Yet, they are the natural beauties we are surrounded with in our every day lives. We are fortunate to see them in these photos being natural, beautiful everyday women looking outstandingly seductive.
14:21 January 12, 2013 by Michael A. Lowry
What interests me is how quick people are to insist that their objections are not about the nakedness per se, but about the way in which nakedness is used to objectify women. Oddly, they do not complain about similar ads involving men. Nor do they realize that they are contributing to an atmosphere of sensationalism that they themselves often acknowledge is harmful.

More of my thoughts on this can be found on my blog:

http://blog.michael-lowry.com/2013/01/swedish-panic-over-nakedness-in.html
21:41 January 20, 2013 by Johannesson
I dislike this not because of sexism, but because it is un-Swedish. The soul of Swedish people is lagom; it is to be appropriate, use discretion, and not cause a stir. This advert was deliberately controversial and thus contrary to our cultural identity.
Today's headlines
National
Northern Swedes wake up to September snow

Northern Swedes wake up to September snow

Summer has come to a definite end in Kiruna as residents of the northern town were greeted with a blanket of snow on Sunday morning. READ  

Elections 2014
Ex-Prime Minister: Sweden is falling apart
Former Swedish Prime Minister Göran Persson. Photo: Leo Sellén/TT

Ex-Prime Minister: Sweden is falling apart

Former Swedish Prime Minister Göran Persson has said that the election success of the Sweden Democrats is a "slap" in the face for the Stockholm establishment. READ  

National
Trio prosecuted for hate attack against Somalis
Somali nationals taking part in a demonstration against deportations in Stockholm. File photo:Björn Larsson Ask/SvD/ TT

Trio prosecuted for hate attack against Somalis

Three young men in southern Sweden suspected of attacking Somali refugees with stones and screaming "sieg heil" have been indicted on charges of racial agitation. READ  

National
Swedish airfares to get cheaper in 2015

Swedish airfares to get cheaper in 2015

Sweden is set to buck the European trend of rising air prices with fares expected to drop next year according to a new report. READ  

National
Swede's homemade submarine nets fortune
Eric Westerberg's homemade submarine Isabelle. Photo: PS.nu

Swede's homemade submarine nets fortune

A Swedish submarine enthusiast who spent over 3,500 hours making his own vessel has sold his prized possession for 705,000 kronor ($98,500) in an online auction. READ  

National
Cops reported for making 'Roma' comment

Cops reported for making 'Roma' comment

Police in northern Sweden have been reported to the Equality Ombudsman for describing a wanted suspect as having a "Roma appearance." READ  

Donald Duck and Zlatan get Swedish votes
A political career for Zlatan? Some fans seem to want to see that. Photo: Peter Dejong/TT

Donald Duck and Zlatan get Swedish votes

The Bilderberg Group, the Satanic Initiative and Adolf Hitler all received votes in Sweden’s general election, according to a list released by the country’s electoral authority. READ  

Sport
Stockholm fails bid to host Euro 2020 games
The Swedish team in action. Photo: TT

Stockholm fails bid to host Euro 2020 games

Sweden's capital has missed out on a chance to host any Euro 2020 games, with Copenhagen the only Scandinavian city among the thirteen winning locations. READ  

Vicar: God rejects fans of women priests
Antje Jackelén, Archbishop of Uppsala, is the first woman to head the Swedish church. Photo: Stig-Åke Jönsson/TT

Vicar: God rejects fans of women priests

A Swedish priest has been fired after telling his congregation that people who support female priests would be rejected by God - despite the fact that his own church is led by a woman. READ  

Analysis
Women set to dominate top post-election jobs
Margot Wallström (right) could become Stefan Löfven's new Minister of Foreign Affairs. Photo: TT

Women set to dominate top post-election jobs

Sweden could soon get a female Foreign Minister, Fredrik Reinfeldt's ousted Moderate Party is preparing for its first woman leader and the grandmother of actor Hugh Grant's son is being tipped as Parliament's next Speaker. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
The 'black gold' of Sweden's west coast.
National
West Sweden prepares for the 2014 lobster premiere
Society
What's on in Sweden
Politics
How Sweden Democrats went mainstream
Politics
Scandinavia and Scotland: closer links?
Gallery
Property of the week - Eskilstuna
Blog updates

20 September

How a Frog Can Save the Environment (Stockholm in my American Heart) »

"What we do we imagine when we think of children enjoying nature? Perhaps it’s fishing, marveling at lightning bugs on a muggy July day or blowing on the wispy petals of a dandelion to make a special wish. But perhaps most iconic of the playful innocence in childhood is hopping after and trying to catch..." READ »

 

19 September

Editor’s blog (The Local Sweden) »

"Happy Friday readers! It sure has been a exciting week in Sweden, where we’re set to get a new Prime Minister after Fredrik Reinfeldt stepped down following Sunday’s elections. The Local blogged live from the key political gatherings across Stockholm. Why not re-visit the action by taking a look at our photos, tweets, videos and analysis? Since the..." READ »

 
 
 
Sponsored Article
How to start a business in Stockholm
Society
How I became a surf blogger when I moved to Sweden
Gallery
People-watching: September 13th
Society
Why is Stockholm's Södermalm so cool?
Gallery
People-watching: September 11th
Gallery
People-watching: September 13th
Politics
Five possible election outcomes
Politics
Sweden elections: How do they work?
Politics
Sweden elections: Who's who?
Gallery
Property of the week - Hornstull, Stockholm
Analysis
Five differences between the UK and Sweden
Welshman Jonny Luck is now a chef in Sweden
Society
How I opened my own restaurant in Sweden's Malmö
Sponsored Article
Stockholm tech fest: relive the magic
Gallery
People-watching September 8th
Photo: TT
Politics
Feminists fight for first seats
Politics
Immigration cut push from Sweden Democrats
Sheryl Sandberg says women have "low expectations"
Tech
Facebook exec talks women's limits in Swedish business
Politics
Left Party calls for justice and equality
Politics
Green Party wants 'better world' for kids
Lifestyle
The five best Swedish songs of the month
Sponsored Article
Introducing… Insurance in Stockholm
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

867
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN