From ‘Eatery’s cheeky ad removed’, 23 July 2015, article by Jessica Lim, ST
A cheeky advertisement that raised eyebrows has been removed, after the eatery that put it up was ordered to do so by the advertising watchdog here.
The large billboard ad, featuring three scantily clad women exposing their buttocks, was put up by OverEasy Orchard, an eatery that is taking over the space occupied formerly by Wendy’s at Liat Towers. Beside the image was the tagline: “Seriously sexy buns. Two are better than one. Smack that. Aug 2015.”
The Advertising Standards Authority of Singapore (ASAS) ordered the eatery to remove the ad as it was deemed indecent and in breach of the Singapore Code of Advertising Practice (SCAP), an ASAS spokesman told The Straits Times in response to queries.
…When contacted, lifestyle company The Lo & Behold Group, which runs OverEasy and other restaurants, said that the ad was meant “to celebrate the female form” and that it intended to showcase OverEasy’s “characteristic cheekiness and irreverence”.
“The Lo & Behold Group apologises for how our advertisement might have made women feel,” said a spokesman for the group.
She added that the marketing for OverEasy, including the ad’s design, was done by an all-woman team. “To us, it is about women feeling sexy and confident in their own skins.” She said the phrase “lo & behold” has long been used colloquially to introduce something distinctive and impactful.
…Madam Raja Lachimi, 55, a housewife who has an 18-year-old daughter, said that such advertisements were “embarrassing” and “objectify women”.
She said: “That’s one reason I don’t take my daughter to Orchard Road. There are unsavoury locations there such as Orchard Towers and there are advertisements like the one at OverEasy.”
“I don’t think my daughter is ready for such ugly sights. I am happy they took it down,” she added.
In 2010, Overeasy ran a ‘Fill My Cups‘ promo offering free booze to women based on the size of their breasts. 5 years on, they’re still in business despite complaints of ‘objectifying women’, proof that sex does bring in the booty, so to speak.
Lo and Behold is also the group behind ‘Extra Virgin Pizza’, which features ads like this:
All in the spirit of naughtiness then. ‘Lo and Behold’ is more an anachronistic expression than a ‘colloqualism’ as described, used most emphatically by medieval knights who managed to unlock chastity belts of damsels in distress. Looks like the group has all the erogenous zones of a lady covered in their campaigns.
It’s a shame that an 18 year old can’t even go shopping with her friends in town because she may stumble into sexy ads, be it the giant torso of Abercrombie and Fitch, or the simulacrum of a vagina by the Ministry of Waxing. Truth is, tits and ass are all over the heartlands as well, from semi-nude lingerie ads to Burger King ads that hint at fellatio. Did I also mention that she was EIGHTEEN?
The explanation about ‘women feeling confident about themselves’ is rubbish, considering the ad is all butt and nothing else. ‘Confidence’ is for sanitary pads and underarm whitening sticks, not light snacks. Subtlety is not Overeasy’s forte, and they’re downright shameless about it, even suggesting BDSM with the phrase ‘Smack That’. It’s crass, unimaginative and a sign that the marketing folks, whatever gender they belong to, have hit rock bottom when it comes to ideas for innuendo. A short skirt revealing a hint of undies is far more provocative than in-your-face buttocks, though the authorities may ban that too in case it increases the rate of people taking upskirt videos.