An advert for Skechers shoes featuring model and presenter Kelly Brook has been cleared following complaints that it objectified women.
The television and video-on-demand ad, seen in August on ITV, shows Brook walking along a pavement wearing an off-the-shoulder jumper and jeans and saying: “I like my clothes form-fitting but not my shoes. That is why I wear Skechers knitted footwear. So I look and feel my best. People tend to notice things like that.”
As she walks by, one man is distracted by her and walks into another person, a man rides his bike into a restaurant table, and a driver is heard to crash his car.
Three viewers complained that the ad was offensive because it objectified women.
Ad clearance agency Clearcast said Brook’s dialogue said she felt good about herself and that her clothes and trainers were comfortable, and it did not consider that the ad objectified women or was socially irresponsible.
ITV described the campaign as a “harmless pastiche of a typical urban scene or environment focusing on the perceived attractiveness of the footwear”.
The Advertising Standards Authority (ASA) said Brook’s outfit was not revealing and nothing about her behaviour was sexualised or objectifying.
It said: “We noted that the men in the ad did notice the presenter and that their reactions in doing so were exaggerated.
“However, we did not consider that the ad contained anything which pointed to an exploitative scenario or tone.
“We concluded that the ad did not objectify or degrade women and therefore was not socially irresponsible and unlikely to cause serious or widespread offence.”