Advertising Doja Cat through Advertising Standards.
Ad Standards has dismissed a complaint about a Skechers television ad featuring singer Doja Cat.
The ad shows the musician battling herself in an arcade-style fight scene.
A complaint filed with Ad Standards raised concerns about youth violence.
“Given the current levels of youth crime and violence in our communities, I do not believe it is reasonable to portray violence as the norm.“, the complaint says.
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Skechers’ parent company, Accent Group Limited, defended the ad because the “fights” were stylized.
“We take a point of view about violence that is not in the advertising. The ad is intended as a metaphor for the “struggle” between different aspects of personality,” said a representative of the clothing company.
“This “battle” is depicted in a stylized video game/anime style, referencing several different cultural art forms rather than focusing on depictions of violence.
“This is reinforced by the fact that the advert does not show the consequences of violence, such as blood or injury, but rather depicts the ‘fight’ in a stylized, magical manner.”
The Advertising Standards Commission found that the advert’s style was similar to fighting video games and comic books.
“The panel found that the ad contained no blood or gore and that the depictions of harm were consistent with cartoon violence (aggressor levitating, flash from impact, freeze frame of impact, no evidence of physical injury),” the panel said. said the panel.
“The panel considered that the overall theme and atmosphere of the advertisement was light-hearted and humorous.
“The panel concluded that the advertisement was unlikely to cause alarm or distress to those who saw it, including young children.”
Overall, the panel concluded that a very low level of stylized violence in advertising is justified in advertising any product and does not violate any section of the Code of Ethics.
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