Just when you thought issues between Italy and India are dying down, a leaked Ford Figo advertisement depicting former Italian Prime Minister Silvio Berlusconi and a car trunk full of gagged and handcuffed women has sparked yet another controversy.
Produced by advertising agency JWT India, one of the ads for the subcompact car shows a cartoon of three scantily clad women gagged and crammed in the trunk of the Figo while Mr. Berlusconi looks back from the driver’s seat, flashing a peace sign. The tagline at the bottom reads “Leave Your Worries Behind with the Figo’s extra-large boot,” referring to the former Prime Minister’s many affairs and bunga bunga parties.
The JWT India team, which created the ad, posted it online to the website, Ads of the World, without official approval. It has since been removed and was never formally aired.
The leaked spot ironically comes less than two days after months of public outcry about the need to protect women from sexual violence led to the passage of a new anti-rape law by Parliament.
“We deeply regret this incident and agree with our agency partners that it should have never happened. The posters are contrary to the standards of professionalism and decency within Ford and our agency partners. Together with our partners, we are reviewing approval and oversight processes to help ensure nothing like this ever happens again,” Ford India said in a statement to The Hindu.
Another advertisement, with the same tagline, shows a caricature of Paris Hilton smiling, while TV reality stars the Kardashians are gagged and bound in the back of the Figo.
Both spots have sparked controversy in Italy, with Ford Italy ‘disassociating itself from the company’s Indian operations’, according to Italian newspaper La Repubblica. The draft advertisement was presumably outsourced to JWT India, and meant for the Italian and American markets.
The WPP Group, of which JWT India is a subsidiary, has said the posters were never intended for paid publication and should have not been uploaded to the Internet.
“We deeply regret the publishing of posters that were distasteful and contrary to the standards of professionalism and decency within WPP Group. This was the result of individuals acting without proper oversight and appropriate actions have been taken within the agency,” the Group said in a statement.
Its funny seen in context of the India-Italy row. Not at all funny
coming out of India who has negative respect for women. Overall this ad
is in bad taste.
This is what happens if we blindly ape the west. For a country like
ours which is very old and cities & roads were built much earlier to
the automobile revolution, we should limit the number of cars and two
wheelers and instead focus on public transport like buses, electric
trains & provide bicycle paths. This would have greatly helped to
reduce congestion on streets, reduce the dangerous pollution levels we
are seeing today, people would be more healthy and would be able to
reach their destinations much faster. This total mismanagement is
because of Govt becoming a slave & sold themselves to Multinational
car Manufacturers without thinking what is in the best interest of the
country and people for the long run.
With his myopic vision, Ashu does not seem to understand how offensive this ad is to women . Shows how many Indian males think , and why we have so many problems of sexual assault
Hopefully heads have rolled at the ad agency. Violence against women is
not 'humour', nor does it show a 'liberal' attitude. How the ad men (yes
I am sure they are men!) thought that this will pass is beyond me, or
any decent human being who is witnessing the spikes in violence against
women in this country. Ford is right, and hopefully the ad agency will
lose that account due to poor taste of its employees.
Quite amusing, I am sure there are many Italians who feel the same.
PS I would, as well, find it amusing were it a Dominatrix and three political idiots.
It's an extremely offensive ad. And misogyny is so rampant in Indian society that we don't
even see the issue with having women bound and gagged in the trunk of a car. It's thoughts
like these that lead to attitudes that women 'deserve' this treatment that ultimately leads to
rape, it is related. Advertising not only reflects public thought but also plays a very important
in forming it. This is just reiterating horrible stereotypes.
[It is really surprising that Italy takes offence to such humour. It shows the an intolerant mind. Amul has taken on many such socio political issues for the past 60 years making fun of every issue. Looks like we are better off than the so called liberal socities.]
Oh right, and that's why crazed mobs go on the rampage every day in India because someone or other insulted their beloved leader or whatever. You've never been out of the country, right? How can I always tell?
This one looks like an Italian Mafia ad. Mafia in India must be brought under control.
What these ads represent is the kind of distorted male-fantasy images of
women that are prevalent in India, both in popular media and in popular
culture. India's image overseas has worsened significantly in the
aftermath of the well-publicised gang-rapes in recent months. These
images simply confirm the negative impression that India, unlike many
other Eastern and Western societies, remains a country where women -- and,
in particular, foreign women -- are implicitly considered to be socially
and sexually subordinate to men.
@bala: Men the world over -- in the USA, which hasn't been "liberal"
in a long time, only moderate at best, and elsewhere -- have a very
long way to go before we ALL treat women with the respect and with the
equality that we demand from each other. But from everything those of
us living outside your country have observed of late, when it comes to
the abuse (and rape, assault, murder) of women, India is the worst
offender amongst societies which consider themselves both free and
democratic. This advertisement, created by men, does NOT display
anything humorous. And if it had depicted MEN bound and gagged in the
back of a vehicle, I'm certain that there would have been lots of loud
demonstrations -- by men -- in the streets of various Indian cities.
yes, you are better, unless the joke's on you, then out you come on the
streets...
We (Indians) would have started demonstrations internally, fighting each
other if Italy did the same to the ruling party and opposition would
have justified it as freedom of speech. We are very sensitive people
than Italians when it comes to culture. So lets not hurt ourselves by
encouraging these uncultured-psychological attacks, for god sake!
It is really surprising that Italy takes offence to such humour. It shows the an intolerant mind. Amul has taken on many such socio political issues for the past 60 years making fun of every issue. Looks like we are better off than the so called liberal socities
It is rather difficult to believe that such an ad was put by the well
known agency, that too allowed to leak to the media.Is that the work
of some disgruntled members of the work force, to settle their
personal score??
The damage control by both Ford and JWT is too feeble to smooth ruffled feathers.No amount of apologies can right this ridiculous wrong.And to think that an Indian outfit was at the back of the whole tasteless,idiotic mess!Indian Ad agencies and outfits are comparable to the best in the world.But this one is the pits.
The distateful advertisements by the Indian affiliate of Ford is despicable. But it is OK to have such pun if it is a cartoon, comic or entertainment, but not for advertisement. The Ford affiliate in India does not understand the difference between entertainment and advertisement. The Ford (India) should withdraw the distasteful advertisements and appologise to the concerned individuals and the public before very expensive defamation law suits rock the Ford (India).
What had been an issue, widely debated in media, is licence enough for
cartoonists and advertisers to use it in their domain.
People have got to lighten up. It's just an ad - and it's making fun
of some of the facts.
There is more rape & violence against women & against minorities in
societies where free speech, rights of expression & individual liberty
have been "contained" - than in libertarian, freedom-loving
communities.
While people in the beaches of some Western nations are looking at
"nude beaches" - those in societies that are still living in the
1200's have women clad in a black piece of cloth from head to toe - as
if the women were some piece of meat that will be harmed by animals
even if a little bit of skin was exposed to sun-light.
Incidents of rape & violence against women can only be contained by
EMPOWERING women - not by taking away creative-independence.
It seems like the world will embrace freedom & creativity *only* when
it suits everyone's senses. That's not correct - that's not "free
speech".
Narayan
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