Collective Shout supporters have alerted us to Supre’s latest advertising campaign. First, a topless girl advertising ‘jeggings’ on the back of a bus, followed by a highly sexualised television commercial.
Collective Shout supporter and admin Kate wrote about the jeggings ad on our site here.
Julie Gale of Kids Free 2B kids has written to Supre.
To the CEO,
Given that your target market is young to mid teen girls surely it’s time that you paid attention to the research and concerns expressed by leading child psychologists.
The current advertisement on TV might look like a bit of fun to your marketing team – but it is contributing to the continuing onslaught of harmful messages being sent to young girls.
ie: Their value comes from how ‘thin, hot and sexy’ they are.
Teenage girls alerted me to the ad shown on afternoon television and they were upset at the what message it was sending them and the younger girls watching.
Teenagers are currently experiencing unprecedented levels of anxiety, body image issue and eating disorders – and to this you are contributing.
The recent ad on trams featuring a topless model wearing jeggings is more of the same.
As were the slogans on your t-shirts last year which read – ‘Santa’s Bitch’, Pussy Power’ & ‘North Pole Dancer.’
Kids Free 2B Kids urges you to care more about your target audience and treat them with the respect and care they deserve.
Proactive action would be a responsible move.
I await your response.
Julie Gale
As well as Supre’s history of selling sexualised shirts to little girls, Supre recently promoted and sponsored an underage dance party featuring singer Wynter Gordon, known for her song ‘Dirty Talk’ which includes the lyrics:
“I want to do some dirty things to you tonight, I want to fight all through the night, night, night”, and “love machine, by myself, climax, hot wax/S&M on the floor/ I like it hard core”.
This latest ad campaign is a continuation of Supre’s irresponsible marketing. Clearly they have learned nothing from consumer complaints, have defied common sense and have ignored the research surrounding the sexualisation of children.
Further, while the federal police go to great efforts to educate young people about ‘sexting’ Supre thinks it is ok to use a topless young woman to sell their products to a ‘tweenage’ market.
Complaints to the ad standards board about Supre’s jeggings print ad have already been dismissed. (no surprises there) Contact Supre and let them know what you think. Tell them why you won’t shop there and why you’re telling everyone you know that you’re boycotting Supre.
Send your complaint to Supre here.
Complain to the Advertising Standards Board about the television commercial here.
6 Responses
Another one to cross of the Christmas list. Any idea which agency does their ads or is it all in-house? Either way it’s a disgrace.
Great letter from Julie Gale. I will be contacting Supre to express my view also. I saw the tv ad last night and my 14 year old daughter commented that the ad was “yuck”. If you go into any Supre store you see girls as young as ten shopping there. These companies are just so tiresome.
Have just been on Supre’s website and sent an email. Will also ring and voice my objection.
On the ASB site, the complaints against both the transport and print ads are listed as upheld as of 25/5? Was actually completely shocked to read this in the findings:
“The Board noted that the image is a large image on buses and is therefore able and likely to be seen by a very broad audience including children. The Board noted that in this context the image is very large and is not shown in the context of other fashion items.
The Board considered that this image of a young woman with no top and a significant part of her breasts exposed is sexualised.
The Board noted the advertiser‟s response that the advertisement is targeted to women at 18- 35 year old women. The Board strongly disagreed and noted that the Supre brand is attractive to and very popular with teenage and pre-teen girls and that this advertisement would be attractive to that age group.
The Board considered that, in the context of an advertisement for a product which is very
attractive to young girls, this image of a young woman with no top and breasts partially
exposed does not treat sex, sexuality and nudity with sensitivity to the relevant broad
audience. ”
Transport: http://122.99.94.111/cases/0145-11.pdf
Print http://122.99.94.111/cases/0152-11.pdf
Regardless, Supre’s responses to the complaints have been pathetic, as usual. Still not giving those creeps my money!!
I have also contacted Sportsgirl and commented on the Supre advertising campaign. Sportsgirl seems to always advertise its brand in a fun way without the “sexual” component. Sportsgirl also supports The Butterfly Foundation (eating disorders). “Kay” at Sportsgirl really appreciated the feedback. Maybe others could do the same by contacting companies that “do the right thing” and let them know that it’s appreciated. So give companies like Sportsgirl positive feedback. I’m steering clear of Supre and spending my money in stores that treat girls/women with dignity and respect.
The “topless young woman” reveals nothing, is in excellent condition and is merely a person on the screen that Supre hopes will sell some pants. I thought my mind was pretty warped but to over-analyze an advert to such absurd lengths…get help now.