This is an online advert for Premier Estates Wine. They’re Australian. In case you might have missed the reference due to the subtlety of their advert. And its caused a shit-storm. Which is like a ‘twitterstorm’ but less digital. “Its in bad taste!!!!” they cry, unaware of their own ridiculous innuendo. But its not. Its clever. In a rather tacky, Aussie way.

But apparently any reference to or implication about pubic hair is verboten. I don’t know why. Its hair. We all have it. Though lots choose to shave it, shape it, remove it, colour it or collect it in little jars…

Personally I don’t find this advert offensive in any way. I cannot possibly see it as ‘sexist’ nor ‘demeaning’, ‘vulgar’ or any of the other stupid catchphrases used to try and shame people just like me into feeling guilty over enjoying the creativity of the ad.

But there again, I was born without a sexist gland. That’s the organ that makes you shriek in horror at the first sign of objectification. That makes you vomit when you see a poster in the station using a slim, fit babe to advertise bikinis (but only if you want to sell them; otherwise feel free to use a great ugly lump with a moustache; see if that ‘bottom line’ affects your ‘bottom liine’).

Tessa Jowell, labour party possible for mayor(ess?) of London once Boris leaves to become the Ayatollah and run Iran’s nuclear programme, has stated quite clearly that one of her main aims is to take sexist or sexy advertising off of buses. Though as a feminist (but ain’t we all) who has been fighting such tut for 15 years, it has become her priority. The objectification of women, the constant presentation of unrealistic, aspirational body shapes in models, the images of ‘perfection’ that cause every 14 year old girl to run to the toilet with her fingers down her throat.

I didn’t take offence when Eva Hertzegova called to ME personally clad only in her wonderbra, ‘Hey guys’. I really didn’t. Because getting (most of) her tits out was NOT objectification. It was the other, much better cliché, it was ’empowerment’.

Yeah, I struggle with that one too. One tit’s ‘objectification is another’s ’empowerment’. Tomaytoes, tomartoes.

My main concern is that we might end up with boring buses, adorned with adverts for gluten-free pulses and kale, for firms of chartered accountants, for the Toyota Prius. A dull and meaningless landscape that would be.

And the old adage that ‘sex sells’ is sadly or very gladly, still true. Could even be modified to ‘sexism sells’. Because it does. And gets people talking about it too. Double whammy.

Keep adverts sexy, make them totally pornographic for all I care, as long as they’re amusing and cause massive offence, I’m happy.

Happy Wednesday

A xxxx