ASA Adjudication on Jemella Ltd

Ad

A poster and magazine ad for the ghd IV styler showed women with straight hair lifting a woman with long curly hair above their heads. The lifted woman had her arms outstretched and was lit by sunlight breaking through clouds behind her. The headline text stated "Thou shalt convert". Smaller text beneath stated "The ghd IV styler. Curls and straightens". Text in the bottom right of the image stated "ghd a new religion for hair". The magazine ad also included the text "The ghd styling iron exchange ... £20 back when you bring in your old straighteners or curling tongs and convert to the ghd IV styler ... ".

Issue

1. The complainants believed the image in the ads was offensive to Christians because it mocked the crucifixion.

2. Two complainants questioned whether the ads were offensive because they used Biblical language and referred to ghd styling irons as a new religion.  

CAP Code (Edition 11)

Response

The agency BDH TBWA responded on behalf of ghd.

1.  They asserted that the position of the woman in the ads was intended to depict a moment of conversion and realisation, and was in no way used to represent the crucifixion. They said the campaign was intended to encourage women to convert to a new and better product, this was shown by the way the old product users were gazing in fascination at the blonde woman with the curled hair. They said the image was designed to signify old product users "seeing the light" and emphasised that it did not signify the crucifixion.

2.  The agency disputed that any language used was specifically Biblical and apologised for unintentional upset they may have caused. They said they had been using the phrase "a new religion for hair" for the past 7 years in all their advertising.  

Assessment

1. Not upheld

The ASA acknowledged that the ads were intended to show a moment of conversion to a new product, and noted that the dramatic use of light in the ads was designed to emphasise that.  We considered that the pose of the woman held aloft did not mock traditional representations of Christ taken down from the cross, because it did not feature a cross, and the model was being held up to demonstrate the effects of a hair product.  Because the ads referred to a moment of conversion and did not feature a cross or imply movement down from a cross, we considered that they did not mock the crucifixion, and were unlikely to cause serious or widespread offence.

On this point we investigated the ads under CAP Code clause 5.1 (Decency) but did not find them in breach.  

2. Not upheld

We noted ghd's assertion that the language "Thou shalt convert" was not specifically Biblical.  Although we disagreed, and considered that the phrase did echo Biblical language, we considered that this type of language was sufficiently embedded in secular culture to be acceptable within the context of an ad for hair straighteners. We acknowledged that ghd had been using the phrase "a new religion for hair" in their marketing for the past seven years, and considered that ghd's use of the word "religion" in this context did not mock faith or belief, but was intended to refer in the wider sense to an interest or hobby followed with devotion.  We concluded that, although the use of the word "religion" and the phrase "Thou shalt convert" might have religious connotations to some, the language in the ads was unlikely to cause serious or widespread offence.

On this point we investigated the ads under CAP Code clause 5.1 (Decency) but did not find them in breach.  

Action

No action necessary.

Adjudication of the ASA Council (Non-broadcast)