Kingsmill Accused of Sexualising Children in New Bread Advert [VIDEO]
By Toyin Owoseje | November 12, 2012 11:21 PM EST
Bread giant Kingsmill has come under fire over its latest TV advert which shows a teenager girl posing provocatively in skimpy school uniform.
The 30-second commercial prompted a barrage of complaints from furious parents who accused the company of "sexualising" children.
In the advert for Kingsmill's fruit and fibre bread, a schoolgirl is seen in the kitchen with her younger brother having breakfast. After her brother informs her of her father's warning: "If you think you're going to school in that skirt, you can think again" she responds by defiantly hitching up her mid-thigh length skirt to strike a provocative pose.
One angry viewer said: "Perhaps it's because paedophilia is very much in the public consciousness at the moment but shouldn't this be illegal? Nearly seeing up the skirt of a minor?"
Another said: "'I just don't see how it's appropriate or what it has to do with a Kingsmill loaf. It's blatantly using sex to sell an everyday product."
The Advertising Standards Authority (ASA) said that it had received 19 complaints since the advert launched a week ago. It now plans to open an investigation to determine if Kingsmill's campaign was "offensive and irresponsible".
The company, however, has defended the ad, claiming that it "captures the playful interactions that are typical of day-to-day family life and demonstrates our understanding of modern families and their needs."
Will Ghali, director of brands at Kingsmill owner, Allied Bakeries also said: "I don't think it's suggestive. It's light-hearted and gets its message across in an entertaining and engaging way."
The advert is the latest in a £4 million campaign to promote Kingsmill bread. It stars 18-year-old Tara Berwin and nine-year-old Lewis Hardaker.
Watch the Kingsmill Fruits and Fibre advert here:
To contact the editor, e-mail:
Most Popular Slideshows
- Real Life ‘Frozen’: Snow Overwhelms The US, Kills 7; More To Come (Pictures)
- Angelina Jolie, Brad Pitt in Sydney for ‘Unbroken’ Red Carpet Premiere [PHOTOS]
- ‘The Walking Dead’ Season 5, Episode 8 Spoilers: Daryl Dixon Is Set To Burn The Place Down in ‘Coda’
- G20 Summit Awkward Moments: Putin Yawns, Mystery Bubbles Appear, F18 Drama Ensues
Join the Conversation
- Walmart Early Price Matching Special Event On Nov. 21, 2014 Matches Its Competitors' Black Friday 2014 Prices And Includes Exclusive Deals For Samsung LED HDTVs And iPad Air 2 [WATCH VIDEO]
- US Plane Flying Over Russian Skies Spotted; Vladimir Putin Ready For 'Practical Cooperation' With US
- Alleged 'Microsoft Lumia 1030' Front Panel Leaked With Capacitive Buttons; 'Xbox One' Owners To Get Free Goodies On Anniversary
- Nexus 6 Release Date And Price Under AT&T, T-Mobile And Sprint Listed
- Walmart Pre-Black Friday 2014 Sale On Nov. 21, 2014 Includes Discounts On The 'NBA 2K15' For PS4 And The 'Skylanders Trap Team’ Starter Kit [WATCH VIDEO]
- Black Friday 2014 Sale: Top Deals On Game Consoles Xbox One, PS4, Nintendo Wii U And More
- Cold War 2: Russia, China And North Korea’s Blacklisted Company Fortify Alliance -- Reports