Fathers4Justice Target ASDA Stores over ‘Sexist’ TV Ad
Press Release 7th November 2012
Campaign group Fathers4Justice (F4J) is to stage a series of protests at ASDA stores about a ‘Sexist’ TV campaign the retailer has launched in the run up to Christmas.
The Advertising Standards Authority has confirmed it has received around 40 complaints about the ad which ends with the tagline “Behind every great Christmas there’s mum and behind mum there’s Asda”.
The ad can be viewed here http://www.youtube.com/watch?v=QiTuiYtaMV4
F4J said the group had not received a formal response to it’s complaints and would now activate a plan to occupy stores in the run up to Christmas beginning with ASDA’s flagship Wigan store which launches it’s ‘Christmas Showcase’ next week.
In March the group staged a ‘naked shopping’ protest in Marks and Spencer’s Marble Arch store in protest at that retailers support of anti-male content on the Mumsnet site. In June, two protestors were arrested at Heathrow after staging a protest on the Northern runway.
Said Campaign Director Nadine O’Connor, “Increasing numbers of adverts create a picture where fathers are excluded from the family environment. At a time of year when tens of thousands of fathers will be excluded from the lives of their children, ASDA’s seasonal message for dads is to tell them to get stuffed, we’re writing you out of Christmas.”
“We wanted to talk Turkey but ASDA have refused. Protests will begin at it’s Wigan store next week.”
