Firefly in hot water over Fifty Shades ad


PETALING JAYA: Budget airline Firefly has come under fire again for running suggestive advertisements, this time referring to erotic romance novel and movie Fifty Shades of Grey.“Orange is a colour but we are fifty shades darker. Only this Valentine’s!” read the advertisement, published in The Star newspaper on Feb 13.

The promotion also featured the torso and legs of two women in orange pencil skirts.The Penang Women’s Development Corporation (PWDC) said the advertisements objectified women by featuring their bodies “to attract attention of consumers”.In a statement today, the organisation added that Firefly had used the same strategy in March last year, showing the bottoms of women to promote discounted fares.

PWDC was referring to two advertisements Firefly had placed on its Facebook page on March 7 and March 11 last year showing the buttocks of women in tight skirts.

One advertisement had the caption “Oooppss, We did it again, 60%” with “50% + 10% off” printed on the rear of two women.

The other showed a bench with the words “Caution, wet paint” and “50% off” on the rear of another woman.

The airline however apologised and removed the advertisements after critics labelled them sexist and distasteful.

In its statement today, PWDC said sexually objectifying advertisements were still being published in major newspapers despite the Convention on the Elimination of all Forms of Discrimination Against Women in 1995.

The organisation also called on leading companies to act as role models in moving the nation away from sexual-based discriminations. – FMT

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