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Even more adverts you despise
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That itsforwomen.ie ad
I prefer to keep it all online
gives me the shudders.
reading this crap then belts me with the cringe
https://www.adworld.ie/2017/06/26/its4women-ardmore-advertising/At Ardmore, we love new challenges. We were delighted to be asked to create a new advertising campaign for insurance brand, its4women! Our concept generation considered the qualities consumers value most in their online car insurance partners. Research quickly told us that the qualities women seek in an insurance partner are often the same qualities they seek in the perfect partner. With that, our concept was born!
‘Someone you can trust’, ‘someone who understands women’ and ‘someone who would go the extra mile for you’. These were just some of the parallels we could draw between the perfect insurance partner and the perfect partner.
This campaign would run across strategically selected TV, social, outdoor, digital and cinema channels.
The next stage was to recruit our cast. Central to the delivery of the campaign would be the use of REAL Irish women (as opposed to the uniform, agency-sourced cast), aiding authenticity and assisting with the campaign’s ultimate reach and relevance. We reached out to women across the island of Ireland to feature in our campaign, with the help of social media, emailers and PR and asked what they looked for in a perfect partner. Applications came flooding in, thousands applied from across the province! We eventually narrowed this down to our final cast members ahead of a hugely successful 3-day shoot across a variety of real, every-day locations in Ireland.
We are delighted with the finished product and we can’t wait for you to find out what REAL women in Ireland look for in a perfect partner.
https://www.asai.ie/complaint/motor-insurance/Two complainants objected to the advertising on the grounds that it was sexist as it was specifically targeting women.
One complainant considered that the advertising was suggesting that men would not be insured and he also considered that the advertisement was suggesting that females were better drivers than men. He referred to Article 5 of the Gender Directive (2004/113/EC) which provides that the use of gender as a factor when calculating premiums and other benefits in respect of insurance should not result in differences in premiums or benefits to an individual.
not sure about the ad they spoke of, but at 10sec in this one, the token Asian actor they got in was made to claim it.Motor Insurance
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Bulletin: 15/5
Batch: 230
Reference: 24739
Product: Motor Insurance
Advertiser: Its4Women.ie
Agency: MXB
Medium: Television
ASAI Code 6th Edition: 1.6(c), 2.17
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Complaint
Response
Conclusion
The advertiser stated that the its4women car insurance product had features and benefits tailored for women such as break-down assist, a courtesy car and handbag cover. Their brand advertisements were produced to convey the sense that the product had been created with the needs of women in mind, however, all product features and benefits were equally extended and offered to male policy holders.
They stated that men were insured by its4women.ie as both first and second named drivers and that this was widely understood by the customer-base through the use of the gender selection tool available in the first section of the quote request form online.
They stated that there was no reference or statement made within the advertising or on any of their marketing collateral that males were excluded from insurance policies supplied by its4women.ie.
In regards to the complaint that the advertisement suggests females are safer drivers, they stated that there was no suggestion or reference to anything that would suggest females were safer drivers than males in any part of the script or in any visual imagery used within the advertising. They said that the its4women.ie brand was fully aware of, and understands, the EU Gender Directive and prices their policies in accordance and in compliance with this.
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I prefer to keep it all online
gives me the shudders.
reading this crap then belts me with the cringe
https://www.adworld.ie/2017/06/26/its4women-ardmore-advertising/
not sure about the ad they spoke of, but at 10sec in this one, the token Asian actor they got in was made to claim it.
I think they 'walk the line' with the 'we know we're safer drivers' rather than 'statistics show we're safer drivers'.
One is opinion, one is fact. (And I'm not saying that it is a fact-I'm just saying if they had those stats, then they could claim that-they don't).
Still totally bullcrap-and the adverts are horrendous.
Also, the advert is really depressing, seeing Katie Taylor talking about Rio, and knowing the shock first round knockout she went through. Shame.0 -
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I prefer to keep it all online
gives me the shudders.
reading this crap then belts me with the cringe
https://www.adworld.ie/2017/06/26/its4women-ardmore-advertising/
Yes, that is terrible stuff0 -
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[Deleted User] wrote: »Center Parcs (sp) add epic brillientist. Want to give that little **** a slap. God help me if mine get to that age and are that annoying. I'll put them down myself
The most that little **** deserves is a crappy holiday in the midlands.0 -
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