• Sweden's news in English
 

Swedish wrath over 'naked shocker' advert

The Local · 4 Jan 2013, 17:21

Published: 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
Julian Assange
Sweden and Ecuador set to launch Assange talks
WikiLeaks founder Julian Assange. Photo: AP Photo/Kirsty Wigglesworth

Sweden and Ecuador set to launch Assange talks

14 hours ago

Sweden is seeking to reach a deal to pave the way for prosecutors to question Julian Assange at the Ecuadorian embassy in London where the Wikileaks founder has been holed up for over three years as he fights an extradition to Sweden over rape allegations.

Stockholm bin men rescue doomed kitten
'It trembled like a leaf'. Photo: Bekir Mercil/Private

Stockholm bin men rescue doomed kitten

12 hours ago

Stockholm waste collector Bekir Mercil and his two colleagues were on Friday hailed heroes of the day after they saved a terrified kitten who had fallen into a garbage truck, stuck in tonnes of food waste headed for the incinerator.

Trio in court over attack on Swedish serial rapist
Umeå held a demonstration against sexual violence toward women when Lindgren was released in July. Photo: John Gunseum/TT

Trio in court over attack on Swedish serial rapist

18 hours ago

UPDATED: Three men have been remanded in custody over a weekend golf club attack on one of Sweden's most notorious serial rapists who was released from prison earlier this month.

Swedes debate capital's first Airbnb rent ‘ban’
The apartment is located in Stockholm's trendy Södermalm neighbourhood. Photo: Christine Olsson/TT

Swedes debate capital's first Airbnb rent ‘ban’

1 day ago

UPDATED: A landmark ruling banning a woman in Stockholm from renting out her apartment via the home-sharing website Airbnb after a rent tribunal likened the letting with running a "hotel business" on the premises has sparked debate in Sweden.

Text messages to warn Swedes of terror attacks
Swedish Interior Minister Anders Ygeman. Photo: Bertil Ericson/TT

Text messages to warn Swedes of terror attacks

19 hours ago

The Swedish government wants to step up its fight against terror with a new strategy that includes warning civilians to stay away from certain geographical areas via text message.

Champions League
Zlatan breaks internet in Malmö rush for tickets
Former Malmö player Zlatan Ibrahimovic. Photo: Audun Braastad/NTB scanpix/TT

Zlatan breaks internet in Malmö rush for tickets

21 hours ago

The excitement in Malmö knew no limits after its football champions were drawn in the same Champions League group as Sweden's star striker Zlatan Ibrahimovic's Paris Saint-Germain.

Migrant crisis
Were human smugglers on board boat of death?
The Swedish coastguard ship reaching the port of Palermo. Photo: Kustbevakningen

Were human smugglers on board boat of death?

22 hours ago

Swedish officials suspect that people involved in human smuggling were on board a migrant boat rescued by the coastguard's ship off the Libyan coast in a catastrophe that claimed 52 lives.

Abba piano to raise money, money, money
Actors perform on the Abba piano at Sotheby's Auction House. Photo: AP Photo/Frank Augstein

Abba piano to raise money, money, money

23 hours ago

The piano that featured on many of Swedish pop legends Abba's greatest hits is going under the hammer next month in London, said auctioneers Sotheby's.

The Local Recipes
How to make Swedish blueberry compote
It's the perfect time to pick your own blueberries in Sweden. Photo: TT

How to make Swedish blueberry compote

23 hours ago

August is blueberry season in Sweden. Whether you pick your own or buy in bulk from the supermarket, don't miss John Duxbury's favourite recipe for creating this delicious compote, perfect with toast, yoghurt, pancakes or waffles.

Smuggling Swede busted using fake leg casts
The man had made sure he could move his knees. Photo: Erhan Güner/TT

Smuggling Swede busted using fake leg casts

1 day ago

A 49-year-old Swede sealed his own fate after trying to smuggle drugs in fake leg casts – and then getting caught when he tried to run while wearing them. A Dubai court has now sentenced him to ten years in jail.

RECEIVE OUR NEWSLETTER AND ALERTS

National
This Swedish teen was told she was 'too big' to be a model
Lifestyle
Six reasons to stay outdoors this week
Gallery
People-watching: August 26th
Sponsored Article
Nine places where Stockholm needs more English
National
Rescued baby lemur gets new Stockholm home
Blog updates

28 August

Editor’s blog, August 28th (The Local Sweden) »

"Hello readers, It was all glitz and glamour in Sweden this week as Stockholm’s Fashion Week got..." READ »

 

18 August

Preteritum eller presens perfekt? (The Swedish Teacher) »

"Hello everyone, It’s grammar time ! I got an interesting question about the past tense vs present..." READ »

 
 
 
National
Stockholm Fashion Week turns island into Mars
Sponsored Article
'It gives you the guts to believe in yourself'
Gallery
Property of the week: Stora Essingen, Stockholm
National
Swedish crayfish thieves caught red handed by officers
National
Veil soon to be lifted on new Millennium sequel novel
Gallery
People-watching: August 21st - 22nd
Cecilia Larsson Lantz/imagebank.sweden.se
Presented by Stockholm Academic Forum
International students welcomed to Stockholm
National
The Bridge: What does the third season have in store?
National
Lucky escape for Swedes after 'dead' bear launches attack
National
Syrian asylum seeker comic: 'We don't prefer Sweden any more'
National
Are anti-immigration nationalists really now Sweden's biggest party?
Lifestyle
Baby joy for Swedish crime queen and her wrestler boyfriend
National
Soldier accused of faking first Isis attack in Sweden
National
Fire alert as Sweden sizzles in summer heatwave
Gallery
People-watching: August 19th
National
Meet the Swede who is crazy for Norway’s mass killer
National
Swede's review of night in drunk tank goes viral
National
VIDEO: Swedish teen melts hearts with this incredible Idol audition
Society
What's a Swedish crayfish party?
National
UN: Sweden can't be left to shoulder migrant crisis alone
Gallery
Property of the week: Skogås, Huddinge
National
Men outstrip women for first time
Society
IN PICTURES: Wooden town resembles 'war zone' after huge fire
Gallery
People-watching: August 14th-16th
Sport
Swedish referee shuts viral Facebook page explaining his decisions
Business & Money
A studio in Stockholm or a castle in the countryside?
National
How did twelve skeletons end up beneath a Swedish castle?
Pharmacy to launch plasters for darker skin in anti racism drive
Gallery
People-watching: August 12th
National
TIMELINE: Everything you need to know about the Julian Assange case
National
Millennium sequel author labelled 'grave robber'
National
Two metre long python stops traffic in Malmö
National
IN PICTURES: Shoppers pay tribute to Ikea stabbing victims
Technology
Danish 'monster' pulled out of Swedish waters
National
Bizarre baby baptism for hockey fan
Gallery
Property of the week: Löderup, Ystad
National
Sunshine brightens up Sweden
Gallery
People-watching: August 7th-9th
National
Shocking video sheds light on Swedish 'anti-gay discrimination'
Sponsored Article
Getting pregnant the Swedish way
Lifestyle
Five great music festivals in Sweden
Sponsored Article
Outsourcing drives Apreel's Europe growth
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

3,217
jobs available
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:
psdmedia.se