Vibrator advert joins list of campaigns that backfired

A bus advert for sex-toy company Sinful has been replaced after a summer-long debate, DR reports. The advert showed three vibrators alongside the words “100% orgasm guarantee”.

Those responsible for the bus advertising said the replacement was “a little less provocative”. Sinful is far from the first company whose advertising has caused controversy.

Spies’ refugee aid advert

In 2016, travel company Spies published a newspaper advert encouraging people to support the Greek population on the island of Lesbos by going there on holiday.

The advert showed a woman relaxing on a sun lounger and used the slogan “emergency aid work – lend a hand without lifting a finger”. It said that the local population had managed to help refugees on the island but that its reserves had now been exhausted.

The campaign prompted extensive criticism in the media and on Spies’ Facebook page. Anders Ladekarl, secretary general of the Red Cross, called it disrespectful and said he did not think Spies would be his next travel company.

Spies said the campaign was intended to draw attention to the situation on Lesbos and the suffering there.

“New breasts?”

Private hospital Nygart has advertised breast implants on buses in various forms since 2007, using the words “new breasts?” alongside images of breasts.

Critics have said the campaign could damage young women’s self-esteem by promoting a particular beauty and body ideal.

In 2017, the activist group “The market must not decide what our bodies should look like” put up 1,000 posters in Copenhagen to highlight unnatural body ideals, directing particular criticism at Nygart.

The debate flared up again in 2023, when Midttrafik banned bus adverts containing sexual content. After two months, the breast adverts returned, with the argument that advertising plastic surgery was not prohibited.

“We believe it is a very good debate to have about the body,” Maria Teglkamp, marketing director at AK Nygart, said at the time. “People have the right to decide for themselves what they want to do with their bodies.”

SAS challenges Scandinavian traditions

In 2020, airline SAS faced heavy criticism over a video titled “SAS – what is truly Scandinavian”. The advert said that several traditions regarded as Scandinavian were not actually Scandinavian because they originally came from abroad.

The examples included rye bread, liquorice, wind turbines and cycling.

SAS removed the original video, uploaded it again and later published a shorter edited version. The airline said the video was about being inspired by travelling abroad and bringing home the things one liked.

A criticised slogan

Cult, which produces both energy drinks and alcoholic drinks, has repeatedly faced criticism over its advertising.

In a 2009 advert for Cult Shaker, a man was shown holding a woman’s head down towards his crotch. The slogan read: “Party now, apologise later.”

The advert was reported to Denmark’s alcohol advertising board by the Social Democratic Youth for violating the rules on alcohol marketing in Denmark.