Complaint dismissed

Oh well chalk one up for the forces of darkness...

Advertising Standards Bureau
Level 2, 97 Northbourne Ave
Turner ACT 2612

CASE REPORT
1. Complaint reference number 80/08
2. Advertiser Castrol Lubricants (Magnatec)
3. Product Housegoods/services
4. Type of advertisement TV
5. Nature of complaint Discrimination or vilification Gender - section 2.1
6. Date of determination Wednesday, 12 March 2008
7. DETERMINATION Dismissed

THE ADVERTISER’S RESPONSE
Comments which the advertiser made in response to the complaint/s regarding this advertisement included the following:
With respect to the complaint received we do not believe it to be substantiated when viewed in the context of the entire advertisement, for the reasons listed below:
Contravention of the Commonwealth Sexual Discrimination Act 1984: The entire commercial isgood-natured humour and is intended to be a fast paced, almost mini-movie that engages the audience immediately. Castrol Magnatec's new proposition is around "intelligent molecules" andwe needed a storyline that demonstrated this "intelligence" in a humorous and non-offensive, yet memorable way ... the pack was almost adopting "super-hero" behaviours - suave, intelligent and gentlemanly, in an old fashioned way. When the pack sees the women, the intention is for it to return and acknowledge interrupting them rather than purposefully leering at them. Their puzzled expressions are due to the fact that a pack of oil has "zoomed" through their backyard, something that you would never see. Their reactions are intended to be similar to the boys in the wading pool ... a "what is this?" expression rather than an annoyed expression.

As BP is a global organisation, prior to making this advertisement, we gained approval from our global Head Office in England. BP plc has a stringent Diversity & Inclusion policy and does notcondone behaviour that is anyway prejudicial, harassing or discriminatory. This includes portraying any such behaviour in its promotional materials.

Adam Gilchrist is the brand ambassador for Castrol - a partnership now into its fifth year. AdamGilchrist is renowned for his personal integrity as well as his respect for others. He would not support associations or participate in advertising that is discriminating in any way. Thisadvertisement was approved by not only Adam Gilchrist and his manager, Stephen Atkinson, but was also viewed and approved by Cricket Australia; the body responsible for ensuring theirathletes do not appear in advertisements that do not meet the cricketing code of conduct and that have the potential of bringing the game of cricket into disrepute.

On behalf of BP Australia Pty Limited, we trust that we have provided sufficient information toalleviate any concerns held by the ASB and hope that the ASB will view this advertisement in the humorous, non-discriminatory manner in which it was intended.

THE DETERMINATION
The Advertising Standards Board (“Board”) considered whether this advertisement breaches section 2 of the Advertiser Code of Ethics (the “Code”).

The Board noted the complaints' concerns that the advertisement depicted images that were
discriminatory to women and reviewed the advertisement under Section 2.1 0f the Code. The Board viewed the advertisement and noted that it was based on a classic Hollywood chase scene.The animated oil can clearly demonstrated that the scene was a fantasy situation and did not reflect real life events. The Board further noted that the oil can had no eyes and was therefore incapable of leering at the women. The Board considered that the advertisement did not portray a scene which discriminated against women and found the advertisement did not breach Section 2.1 of the Code.

Finding that the advertisement did not breach the Code on other grounds, the Board dismissed the complaint.

(no bloody name or signature)