The Dawn Chorus

Fresh Australian Feminism

Does This Ad Make You Feel Protected Against Potential Motorcycling Accidents?

Posted by Clem Bastow on October 8, 2008

Walking through Melbourne’s CBD the other day I snapped this phonebooth ad.

Draggin Jeans are a motorcycle fashion company whose signature item is Kevlar-lined jeans (i.e. to provide added protection in the event of a bike spill).

I’ve seen their ads on TV – loud, low-rent and featuring ridiculous moto stunts, and mostly full of blokes – many times, particularly during motorsports coverage, which is why I found this ad somewhat out of character (for the brand; not, sadly, for the motorsport community at large).

If you can’t read it, it says: “Protect your assets. Wear Draggin Jeans.

Geddit? “Assets”! Good one!

Really, Draggin – any women who are likely to buy your products are not going to be swayed by this; if anything, I’d think they’d be turned off. As for the blokes, well, the company has sold plenty of jeans and jackets based solely on their existing advertising (as mentioned before, featuring little more than – ahem – cunning stunts on motorcycles) and reputation for providing road safety in a reasonably fashionable format. Was this really necessary?


3 Responses to “Does This Ad Make You Feel Protected Against Potential Motorcycling Accidents?”

  1. Sigh. I’m so sick of women’s body parts (unless it’s their brain) being referred to as ‘assets’. Our bodies are not bloody stock portfolios.

    Assets. Like the only way we can achieve or make money is by having a slammin’ rack and/or back.

  2. Karina said

    Another ad that is really getting my goat (so to speak)? The ad for Mount Franklin Water promoting Breast Cancer Awareness. At least that’s what I think it is – two bottle tops are pink and in the ad, are photographed from above making them look like nipples. It states that ‘every mouthful helps’.

  3. […] via Karina’s comment at The Dawn […]

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