Category: Gender in the world 
2009-02-25
Virgin Atlantic's anniversary TV ad campaign, featuring crowds lusting after female cabin crew, has prompted complaints to the advertising watchdog that it is sexist and insulting to women.
The 90-second commercial, set to Frankie Goes to Hollywood classic Relax, features a glamorous red-suited cabin crew and pilot walking through an airport for Virgin Atlantic's first flight in 1984.
As the pilot and entourage walk through the airport crowds of people, mostly men, ogle the array of glamourous air hostesses. One man inadvertently squirts hamburger filling over himself while watching the procession.
At the end of the ad, which runs with the line "Still red hot", two men are seen mesmerised by the pilot and his crew.
"I need to change my job," remarks one of the men. "I need to change my ticket," says the other.
But despite receiving 29 complaints the Advertising Standards Authority said that the £6m ad campaign, which also includes press advertising, is not sexist.
The ASA said: "The general crux of the complaints was that the ad was offensive because it was sexist and presented a stereotypical view of gender roles."
"We considered that most viewers would understand that the ad presented exaggerated stereotypical views of the early 1980s and played upon perceived attitudes of that time in a humorous way."
The complainants argue that the all-female crew members are being promoted as the main reason for choosing the airline, and that this is insulting to all women, especially those working in the aviation industry.
Virgin is no stranger to accusations of discrimination against flight attendants.
In 2005 a tribunal in Queensland ruled that Virgin Blue, which operates in Australia, had discriminated against eight female flight attendants from rival Ansett, aged 35 to 55, who were not hired "because they weren't young or attractive enough".
A spokesman for Virgin Atlantic said: "The ASA has rightly dismissed these complaints, which probably come from competitors jealous of our fantastic cabin and flight crew.
"Our advert has been brilliantly received worldwide and reinforces why so many people want to work for Virgin Atlantic."
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