Aussie ad hilarity: Woman carries pet … euphemism Update: Canadians got there first?
posted at 8:08 am on March 12, 2008 by Ed Morrissey
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Oh, those crazy Australians! Only they could turn a feminine-hygiene ad into a controversy over a euphemism for the vagina. Despite a number of complaints, the Advertising Standards Bureau will not immediately bar television stations from running a tampon commercial that features a woman carrying a pet beaver everywhere she goes:
Campaign spokeswoman Penny Warneford told ninemsn they had only received seven complaints from the ASB and they are a normal part of “fem care” advertising. …
Ms Warneford said their research found that 94 percent of women aged 18 to 24 said they used euphemisms for the word “vagina”.
“They feel more comfortable considering ‘fem care’ when they’re using a name for it,” she said.
“There’s no point skirting around fact that pads or tampons are for your menstral period and we have used a euphemism for vagina so woman could stand up and address their feminine care.”
Warneford noted that most of the complaints came from demographics outside of their marketing plan — older women and men. Younger women apparently appreciate the humorous approach to feminine care, which certainly is a departure from the approach taken by advertisers in the past. Most commercials talk about “feeling fresh” and/or rely on dull scientific themes to get around the embarrassment associated with talking about the menstrual cycle.
Take a look at the commercial, and decide for yourself. Hip and clever, or over the line?
Is one commercial more objectionable than the other? Why or why not?
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Hey, nice beaver!
dentalque on March 12, 2008 at 8:15 AM
Tie me beaver down, sport, Tie me beaver down.
Don’t let it get a frown sport,
Let your wallaby tie me beaver down.
Hening on March 12, 2008 at 8:16 AM
Thanks, I just had it stuffed.
James on March 12, 2008 at 8:16 AM
Oh. My. God.
Clever to the max.
Captain Scarlet on March 12, 2008 at 8:16 AM
Great scott,Its a Canadain beaver,and its
vacationing in Australia,so then that means
there two beavers,a hum, down under in Australia!
canopfor on March 12, 2008 at 8:16 AM
I can’t believe no one has mentioned Primus yet…
bikermailman on March 12, 2008 at 8:20 AM
Euphemism.
misterpeasea on March 12, 2008 at 8:23 AM
Euphemism, not euphimism.
Clever ad in my opinion.
rightside on March 12, 2008 at 8:23 AM
That was downright funny.
txsurveyor on March 12, 2008 at 8:24 AM
Key phrase: “most of the complaints came from demographics outside of their marketing plan — older women and men.”
The most offended are usually those who have the least to be offended about. Like people who complain about “racist” stuff are usually uptight white people.
Neo on March 12, 2008 at 8:25 AM
You’ve only got one … take care of it. Heh.
Jaibones on March 12, 2008 at 8:29 AM
That was such a clever (and cute) commercial! The use of the beaver was perfect.
So immature, but one of the reasons that I want to name (if we have one) our second daughter Beverly is because it means ‘from the beaver meadow.’ It’s like that ad was made just for me (except I don’t use those products regularly).
the goddess anna on March 12, 2008 at 8:29 AM
I want to know how many pages of Google image search it took Ed to find that picture.
James on March 12, 2008 at 8:33 AM
Just sent this link to Ed
http://www.youtube.com/watch?v=uwbk1msWrl0
bbz123 on March 12, 2008 at 8:39 AM
I think it’s funny, and the complainers need to relax a bit.
irishspy on March 12, 2008 at 8:45 AM
A Canadian beaver? You mean like these?
Bigfoot on March 12, 2008 at 8:45 AM
The ad is lighthearted and a little silly. Very Aussie.
Really, women and the men who love them know that women spend 1/3 to 1/2 of their lives managing the menstrual cycle, so get over it.
BigD on March 12, 2008 at 8:46 AM
I’m half surprised they didn’t shave the critter.
LOL!!!
Yakko77 on March 12, 2008 at 8:46 AM
James, I just chalk it up to the joys of research.
Ed Morrissey on March 12, 2008 at 8:47 AM
I prefer beavers that are trimmed.
cat-scratch on March 12, 2008 at 8:47 AM
Ah, never mind. It seems we all remembered that same Canadian beaver commerical.
Bigfoot on March 12, 2008 at 8:47 AM
Oh, and thanks to everyone who pointed out the misspelling of euphemism. I’ve corrected it now.
Ed Morrissey on March 12, 2008 at 8:48 AM
Shouldn’t the Australians come up with a native animal to use as a euphemism? Imagine her carrying a duck-billed platypus!
radjah shelduck on March 12, 2008 at 8:50 AM
It’s like an SNL commercial.
More funny than offensive.
WisCon on March 12, 2008 at 8:51 AM
They’re both funny and they don’t offend me so much that you’d notice. I especially like the first one because as the ladies can attest…that time of month can use all the humor it can get, and a tacky beaver joke is waay better than the “fresh” angle.
Bob's Kid on March 12, 2008 at 8:52 AM
After seeing the second commercial, I want to know why there aren’t more beaver commercials. Chasing beaver, now that’s funny!
Maybe it’s just because I find beavers cute. And gophers, but that’s a different thread.
the goddess anna on March 12, 2008 at 8:53 AM
I use ‘kitty’ myself.
Kitties are much cuter and sweeter than beavers.
Keli on March 12, 2008 at 8:54 AM
Kitty is good too.
the goddess anna on March 12, 2008 at 8:54 AM
Funny and clever left the building a long time ago, all that’s left is shocking and crude. Both are in bad taste. Those telling the “complainers” to “calm down a bit” need to ask themselves, do they really want the daughters, sisters, mothers, aunts, wives, girlfriends etc reduced to mere body parts?
srhoades on March 12, 2008 at 9:02 AM
anything but Vajayjay!
Keli on March 12, 2008 at 9:04 AM
Don’t you go chasing my beaver you Hoser!!!
Us Canuks always involved in “firsts”. Just have to establish the relevance of many of them.
Western Canadian on March 12, 2008 at 9:06 AM
In this case wouldn’t it be a eu-fem-ism?
Rip Ford on March 12, 2008 at 9:08 AM
Older woman here. I laughed out loud at the commercial. It’s funny and clever. I didn’t find it offensive at all.
I particularly liked the take on the guys at the beach. Check ‘em out first, then nod in agreement. Heh. Obviously, the beaver is female.
Meryl Yourish on March 12, 2008 at 9:10 AM
Funny! “That Time Of The Month” is a royal pain in the a** (pun intended), so a little humor goes a long way!!
pullingmyhairout on March 12, 2008 at 9:13 AM
Of course not. But for so long, even the mere mention of ‘parts down under’ has been taboo – so the fact that someone is willing to lighten up the subject, is refreshing.
pullingmyhairout on March 12, 2008 at 9:15 AM
No, of course not…we want their body parts glorified as animals!
James on March 12, 2008 at 9:16 AM
A bit of both.
Just because someone else did it and got away with it, does not automatically make it right.
Lawrence on March 12, 2008 at 9:19 AM
Just because someone else did it and got away with it, does not automatically make it right or make it refreshing.
Lawrence on March 12, 2008 at 9:20 AM
Is someone not feeling so refreshed today?
James on March 12, 2008 at 9:23 AM
Speaking as a woman in my mid-40s, the ad is really just a lighthearted look at being female and the more times I watch it the funnier it gets.
The little animal is cute. And yes, the beaver reference is a little edgy, but it’s not profane.
I mean, when was the last time you insulted someone by calling them a beaver?
BigD on March 12, 2008 at 9:32 AM
Very funny, no way over the line.
There will always be someone offended by something.
rbj on March 12, 2008 at 9:32 AM
So that’s why that dude in the insomnia ad is always dreaming about a beaver.
saint kansas on March 12, 2008 at 9:32 AM
Definitely not worse than “Bob” and his “wood”
brtex on March 12, 2008 at 9:39 AM
okay, guess I’m the only one. Not offended, but, okay, maybe just a little. Not by the Aussie ad tho, the Canadian one. The Aussie ad has a woman using the beaver, which makes it funny. The Canadian ad, using men who are only concerned about “chasing beaver”, not very funny to this woman. Men, maybe, since it’s a bonding ritual. And offended isn’t the right word… Does that make sense?
saint kansas— LOL!
dish on March 12, 2008 at 9:41 AM
The beaver is the national animal of Canada.
Honestly.
I’m just saying.
Canadian Infidel on March 12, 2008 at 9:43 AM
31yo female here. I laughed. Adorable, and OH SO much better than the “fresh, serene” angle, which is just absurd around that time of the month. Not offensive at all.
shibumiglass on March 12, 2008 at 9:48 AM
Next iteration of these ads: the beaver is jumping on a trampoline, horseback riding, etc.
Cuffy Meigs on March 12, 2008 at 9:56 AM
I think it may turn out the Canadian ad was the more offensive of the two. I live in Canada, and watch a lot of TV, And I haven’t yet seen that particular Molson commercial; so, unless it’s a really new one, it may have been pulled before it got to air very often.
Heh, heh, “airing beaver”…
Frozen Tex on March 12, 2008 at 9:59 AM
FWIW, we have our own rodent ad in the States, which generated enough buzz of its own.
BTW, Danica is nothing but a pretty face that happens to drive indy cars. She can’t win races, throws little girl tantrums when she loses, and whores herself for every camera you stick in front of her.
/end rant
fourstringfuror on March 12, 2008 at 10:04 AM
Reminded me of the Caddyshack gopher…
[cue Kenny Loggins tune]
Tremor on March 12, 2008 at 10:08 AM
Totally. I was singing the song in my head. :)
shibumiglass on March 12, 2008 at 10:18 AM
Big deal, what about the The Roserem sleeping aid commercials? The guy dreams are represented by Abe Lincoln (money) and a beaver(um,beaver).
BohicaTwentyTwo on March 12, 2008 at 10:31 AM
The Duckbilled Platypus is venomous you know.
Browncoatone on March 12, 2008 at 10:36 AM
When beautiful intimacy with a livelong love (read: wife) devolves into self-indulgent pursuits of quick thrills, I suppose it could be funny to that kind of shallow individual.
jgapinoy on March 12, 2008 at 10:40 AM
Crikey! I’m drinking the wrong beer! this explains much.
I R A Darth Aggie on March 12, 2008 at 10:41 AM
My wife is a precious creation of God–she’s God’s daughter in a very real sense–therefore, she’s no beaver.
jgapinoy on March 12, 2008 at 10:41 AM
Frankly I don’t give a dam.
Shy Guy on March 12, 2008 at 10:45 AM
Ummm…I usually drop the C bomb if I want to particularly offend a woman.
But then again, I’ve never tried you’re a dirty, dirty beaver.
I R A Darth Aggie on March 12, 2008 at 10:47 AM
An older woman told me this one:
Q: Why do men name their privates?
A: They don’t want a stranger makingg decisions for them.
Lighten up!
Texas Nick 77 on March 12, 2008 at 10:53 AM
Beaver with teeth. My subconcious is screaming! Shh! They’ll hear you!
ronsfi on March 12, 2008 at 10:56 AM
Aren’t there plenty of Spitzer threads where this kind of talk is more appropriate without being a turd in the punchbowl?
James on March 12, 2008 at 10:56 AM
its interesting nobody mentioned the go daddy commercial for the superbowl this year. they stopped it on tv and said you had to go to their website to watch it.
personally I thought it was stupid.
Secondly this reminds me of a stand up comedian I saw years ago. He said
“did you ever notice when you watch a toothpaste commercial you see toothpaste, when you watch a hairspray commercial you see hairspray, but when you see a tampon commercial you see woman playing tennis.”
food for thought.
CaptainObvious on March 12, 2008 at 10:59 AM
Ahhh a woman’s and a man’s best friend..beer.
Speakup on March 12, 2008 at 11:11 AM
The Molson’s is frigidly crude.
The Oz ad is like Luis “An Andalusian Dog” Bunuel doing a fake commercial, but without his wit.
Uncouth, minus any surreal lightness.
And shouldn’t the coy phrase
“Down There” (of the fem hygiene promo) has been “Down Under“?
profitsbeard on March 12, 2008 at 11:27 AM
I’m not here to make you happy. If you want to call people made in God’s image by a slag word for vagina, it’s a free country…free enough for me to tell you you’re wrong.
jgapinoy on March 12, 2008 at 11:31 AM
slagslangjgapinoy on March 12, 2008 at 11:31 AM
jgapinoy-
“slag” is Australian slang for a slut.
So you were right either way.
profitsbeard on March 12, 2008 at 11:36 AM
The Naked Gun had this years ago when Priscilla Presley walked up a laddy.
Tzetzes on March 12, 2008 at 11:39 AM
LOL….
While this is funny, and new for T.V., Music has went over that line long ago…
Anyone remember a song by Rod Stewart, called Hot Legs? and the question he asked at the end….
for those who don’t remember….
“Is you’re…..” You know!
WayWard Fundamentalist Christian on March 12, 2008 at 11:54 AM
Reminds me of the unfortunate name of one of Boy Scouting’s highest honors for volunteers: the Silver Beaver. This leads to all kinds of impertinent comments when it is awarded to a woman.
CrusaderMom on March 12, 2008 at 11:59 AM
I also forgot to mention…. My poor mother adored this song. I remember fondly, my mother playing this song on a 45 record, (’memba those?) when I was a wee little lad. She didn’t know or didn’t care about the lyrics, she just loved the music. So, one day, I found the actual lyrics to the song… and sent her the link. Her face turned about 3 nice shades of red. Heh. No wonder I’m so strange! ROFL!
WayWard Fundamentalist Christian on March 12, 2008 at 12:01 PM
In our house it depends on who you are as to how it’s referenced. Only girls refer to it as “puki”, it’s not vulgar but it’s still spoken softly and only in female company.
“puki ng ina” is, of course, your mother’s, and
“buray ni apo” for grandma, but only because we have some Bicol, Tagalog AND Basayat speakers in our family.
“Ukininam” on the other hand is completely vulgar and will get you in a fist fight faster than the Clintons can shmooze a super delegate.
Alden Pyle on March 12, 2008 at 12:02 PM
I love when the ‘free country’ defense is used to justify telling people they shouldn’t do something.
Stay classy.
James on March 12, 2008 at 12:24 PM
The ad just confirms: If you’ve seen one beaver, you’ve seen them all!
evenkeel on March 12, 2008 at 12:27 PM
So you never tell people they shouldn’t do something?
You implied that I shouldn’t have written what I wrote.
Think before you write.
jgapinoy on March 12, 2008 at 12:40 PM
Uh…no. I never use the lame ‘free country’ defense…arguments stand or fall on their own merits. What I implied in my question was that there were currently many more appropriate venues on this site for venting your moral spleen than one intended as a lighthearted break from all the Spitzer drama, not that you shouldn’t have written what you did at all.
James on March 12, 2008 at 12:54 PM
No more or less offensive than those smiling Bob commercials, or any number of erectile disfunction commercials, or hemarroid (sp) commercials at suppertime.
SuperManGreenLantern on March 12, 2008 at 1:11 PM
Yeah, I found it immature and in poor taste. I don’t like blacks using the “n” word and I don’t want my daughter comparing her body parts to woodland animals. Nothing better than convincing women to demean themselves for a laugh.
ihasurnominashun on March 12, 2008 at 1:12 PM
Molson?………………..gackkk!!!
Olberbmann should have a “worst beer in the world” segment on his show and lead with Molson.
BL@KBIRD on March 12, 2008 at 1:22 PM
But it’s a free country, so I’ll continue to apply truth to your enjoying the verbal abuse of women.
jgapinoy on March 12, 2008 at 1:26 PM
OK, go on and tilt at this windmill while there’s a real abused wife in 10 other threads on this site’s front page.
James on March 12, 2008 at 1:31 PM
“Ward, don’t you think you were a little hard on the Beaver last night?”
29Victor on March 12, 2008 at 1:43 PM
Well… at least they didn’t refer to their product as a Beaver Dam
o.0
SilverStar830 on March 12, 2008 at 1:47 PM
? Whatever that means.
Yes, of course she is abused.
Does that justify lesser offenses, such as calling someone’s daughter by a slang word for vagina? Or laughing with those who do?
jgapinoy on March 12, 2008 at 2:07 PM
Heh.
James on March 12, 2008 at 2:10 PM
Eat a Beaver… Save a Tree
lexhamfox on March 12, 2008 at 2:12 PM
Hey, I’m out of the loop. As in, not hip.
How does one tilt at a windmill? (I hope it’s not an obscene reference)
jgapinoy on March 12, 2008 at 2:15 PM
“Tilt at a windmill” is a reference to Don Quixote. Not exactly hip, cutting edge stuff.
Didn’t we already have this whole “demean, degrade, and objectify womyn” conversation?
Oh yeah, because I made a brilliant analogy:
misterpeasea on March 12, 2008 at 2:35 PM
OK, my apologies for being smug…that wasn’t warranted. Check out Miguel de Cervantes’ “Don Quixote.”
‘Tilting at’ something is a jousting term that means lowering your lance from the upright carry position into the horizontal attack position as your mount begins to charge. The windmills are what Don Quixote imagines are monsters, and he thinks he’s a great hero for facing them in ‘mortal combat.’
My point was that you made such a big deal about being personally offended over this thread, as if your wife was featured in one of the commercials or something…when even the females in this thread have said it wasn’t offensive to them. Like Quixote’s windmill, it’s a bigger monster in your imagination than in reality.
James on March 12, 2008 at 2:39 PM
I think I’ll go over to io9 and post lots of comments about how stupid science fiction is. Then I’ll go over to SpeedTV and post lots of comments about how evil and polluting automobile racing is.
Frozen Tex on March 12, 2008 at 2:40 PM
Obligatory
- The Cat
MirCat on March 12, 2008 at 2:49 PM
OK, so my opinions are not welcome. But I’m not saying this because I’m offended. I’m defending other people from being dehumanized.
jgapinoy on March 12, 2008 at 2:53 PM
Your opinions are welcome. I’m getting enjoyment out of them.
If those people aren’t defending themselves from being dehumanized, if they don’t think they’re being dehumanized, guess what?
“Tilting at windmills.”
And, maybe they don’t define themselves, their existence, their reason for being, by their genitalia. (That’s vajayjays, for you morons.)
misterpeasea on March 12, 2008 at 3:01 PM
So do you only use the terms ‘penis’ and ‘vagina’?
How sexy…
/sarc
shibumiglass on March 12, 2008 at 3:06 PM
I’m still trying to find the “dehumanization” here; the reference is a euphemism for a specific body part, not the person as a whole.
Frozen Tex on March 12, 2008 at 3:10 PM
I hearby nominate SilverStar for ‘Quote of the Day’.
Crude? Of course. Funny? Yes.
“She laughed like someone who had looked hard at life and had seen the joke.” -Terry Pratchett
My favorite quote in the world.
shibumiglass on March 12, 2008 at 3:11 PM
Like the kid in “Kindergarten Cop”?
“Boys have a penis, girls have vagina!”
“I have a headache…”
“It’s probably a tumor…”
“It’s not a tumor! It’s not!!“
Frozen Tex on March 12, 2008 at 3:12 PM
lol. Yeah. Except the kid could grow out of it…. ;)
shibumiglass on March 12, 2008 at 3:22 PM
That’s my point! When they say “Chasing beaver”, it’s like calling you a, uh, you know.
jgapinoy on March 12, 2008 at 3:31 PM
No, my wife & I have cute-cute names for them, of course. But I don’t call her, or women in general, by that word. She is much more to me than a ____.
jgapinoy on March 12, 2008 at 3:33 PM
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