• 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)

Don't miss...X
Left Right

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
Sweden resumes aid to 'anti-gay Uganda'
Hillevi Engström and protesters against Uganda's anti-gay laws. Photos: Maja Suslin/Ben Curtis/TT

Sweden resumes aid to 'anti-gay Uganda'

Sweden has resumed sending development aid funds to Uganda, after suspending payouts back in March due to "anti-gay legislation". READ  

The Local List
Top ten coffee spots in central Stockholm
Fanny feels at home at the Blå Lotus. Photo: Isabela Vrba

Top ten coffee spots in central Stockholm

If you're wondering where to grab your next cappucino, then wonder no more. The Local talked to the locals in Stockholm and found out the best spots in town for the ultimate fika experience. READ  

Swedish neo-Nazis join fight in Ukraine
The Azov task force. Photo: Sergei Chuzavkov/TT

Swedish neo-Nazis join fight in Ukraine

Four Swedes are fighting with the Ukrainian task force Azov - a squad which flies a flag with Nazi symbols and, according to one Swedish soldier, fights for "a white Ukraine". READ  

Swedish elk get one-way ticket to Denmark
The elk in this picture are not the ones that will be sent to Denmark. Photo: The Uppsala Koala

Swedish elk get one-way ticket to Denmark

Up to a dozen elk will be transported from Sweden to Denmark in an effort to help maintain local marshlands. READ  

Sweden worst in EU at getting foreigners jobs
Photo: Henrik Trygg/Imagebank Sweden

Sweden worst in EU at getting foreigners jobs

UPDATED: Swedish citizens are the most likely to be employed in the EU, but Sweden is among the very worst when it comes to getting non-EU citizens into work. READ  

Man arrested for burning partner's face
Photo: Linn Malmén/TT

Man arrested for burning partner's face

Police suspect that a man in western Sweden is responsible for the extreme burns on his partner's face. The man has been arrested on suspicion of aggravated assault - and potentially attempted murder. READ  

In Pictures: Conchita Wurst in Stockholm
Photo: Maja Suslin/TT

In Pictures: Conchita Wurst in Stockholm

Eurovision winner and LGBTQ idol Conchita Wurst is in Stockholm this week for Stockholm Pride - and joined Swedes at Skansen for a colourful summer sing-along. READ  

Stockholm holds colour contest for new metro
Photo: Joel Bagon

Stockholm holds colour contest for new metro

Stockholm's new metro line is not set for preliminary construction until 2016, and will not be completed until 2022 - but Swedes already have the chance to vote for the new line's colour. READ  

Sweden's heat wave officially over
Photo: Johan Nilsson/TT

Sweden's heat wave officially over

The heat wave that swept over Sweden recently has finally passed, meteorologists reported on Wednesday, promising cooler and more autumnal temperatures around the corner. READ  

Ukraine rebels release kidnapped Swede
Rebel tanks on the road to Horlivka in June. Photo: TT

Ukraine rebels release kidnapped Swede

The Swede who was kidnapped by pro-Russian rebels has been released after nearly three weeks of being held hostage - although no one knows where he is now. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Lifestyle
Stockholm Pride kicks off
Analysis
The top six ways the US and Sweden differ
National
Swedish youth suicides hit 25-year high
National
Politician reported for selling 'negro ball'
National
Police turn blind eye to Swedish 'slave trade'
Blog updates

27 July

Approaching Stockholm (Around Sweden in a kayak) »

"I woke up in the comfort of my own little cabin on Eva and Rolf’s boat, it was 7:30am and I was feeling a bit groggy after a couple of beers with all the lovely locals the night before. The previous day had really taken its toll on my body and I was very stiff and..." READ »

 

24 July

Sharing our Pride: Celebrating Love & the LGBT Community! (Stockholm in my American Heart) »

"It’s mid- July in Stockholm, and with much of the city on vacation, things can seem a little quiet – the streets, the bus, and the grocery store. One thing that has not paused for a summer break, though, is preparation for Stockholm’s Pride Festival, which will take place from July 28 to August 2...." READ »

 
 
 
Gallery
Stockholm Pride: Allsång på Skansen with Conchita Wurst
Skatteverket
Sponsored Article
Introducing... ID cards and permits in Stockholm
Gallery
People-watching, June 26th - 28th. Get inside Stockholm's hottest nightclubs
Gallery
Top ten Swedish taboos
Society
Seven-year-old Swede cycles to Berlin
Politics
'Gaza conflict needs help, not empty rhetoric'
Society
Swedes voted 'most beautiful' in the Nordics
Business & Money
Sweden demands EU clarity on Bitcoin tax
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Business & Money
Sweden falls to third in global innovation index
Society
Swedish ornithologists keep webcam watch
Photo: Andreas Nordström/Image Bank Sweden
Gallery
Top ten Swedish beach hot spots
Tech
Swedish Wiki vet sets new content record
Photo: Fastighetsbyrån
Lifestyle
In Pictures: The Local's Property of the Week
Sponsored Article
Introducing... Your finances in Stockholm
Sponsored Article
Introducing... Housing in Stockholm
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

749
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
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
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