http://www.guardian.co.uk/media/2013/jan/30/asda-christmas-ad
Asda's Christmas advert received 620 complaints, from angry viewers. The complaints were dismissed by the ASA (advertising standards agency) as it was judged to not reinforce harmful stereotypes but to represent real life, that women do most of the work in Christmas preparation.
The advert is a success because 8/10 mothers were able to identify with the advert.
When I initially watched the advert I didn't see anything wrong with it. I can see where the people complaining are coming from. You are only shown the female protagonist in the home, not in a position of power, or of authority, and can be seen as an outdated stereotype. The fact that 8/10 mothers were able to identify with the female protagonist says that this isn't an outdated view.
I think that the ASA were correct not to bad this commercial, due mainly to the fact that so many mothers were able to identify with the advert. Does it really matter if its banned though? They aren't going to air it again now that Christmas 2012 is gone, and continuing with this process is only getting it more and more views, whereas leaving it alone would of killed the video after Christmas because it is seasonal advertising.
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