The Bonds advertisement for gym gear that we all fell in love with (because #relationshipgoals) has attracted complaints that it’s sexist against men.
The ad shows our favourite couple radio personality Hamish Blake and author Zoe Foster Blake competing in various physical challenges.
At one point, Zoe pulls down Hamish's pants to reveal a pair of Bonds underwear and slaps him on the bottom.
(In the ad, she'd just lost the pull-up challenge. Also, it's an ad for Bonds. You know? The underwear brand?)
"The ad clearly objectifies men and shows how they are sexual objects to the viewers; is this message what we want children and other viewers to think?" one complaint read.
"I feel this is derogatory towards men, also promotes putting down another person," another claimed.
"We are constantly being told to respect women, but this ad does not show anyone being respectful. Surely we want to promote mutually respectful behaviour to other people not this sexist attitude."
"This ad has had an impact on the behaviour of a few children at the centre who now feel it is okay to pull their peers' pants down," a complaint from a director of an after-school child care read.
The complaints were made to the Australian Advertising Standards Board earlier this month, and have since been dismissed.
"During the various activities the couple are seen as sharing power, presented as equals and playful in their interactions together," a statement from the Board read.
"The Board noted the scene where the woman pulls down her partner's shorts and smacks his bottom.
"The Board considered this was very playful and in the overall context of a friendly spar, was not of concern, and there was nothing in the man's response to cause concern."
Maybe some viewers just couldn't deal with the way Zoe won the challenges - particularly the kick boxing - like a boss.
The hardworking, fun-loving couple that is Zoe Foster Blake and Hamish Blake continue to make us laugh with their witty banter and funny antics. And we wouldn't have it any other way.
