Bus firm apologises for ‘ride me’ advert
New Adventure Travel (NAT), based in Cardiff, hoped the ads on the back of its new X1 service would be a talking point among city centre commuters.
But the stunt looks to have backfired following a backlash.
@NAT_Group : please can you explain how your advert is in any way appropriate? pic.twitter.com/jII1ltKe7k
— Jo Stevens (@JoStevensLabour) May 11, 2015
Dear @NAT_Group, I find your new promotion in Cardiff hugely uncomfortable, not to mention objectifying... pic.twitter.com/OPipr7Ovea
— Vicky Chandler (@VickyChandler) May 11, 2015
Don't worry men, your bodies aren't immune from the sexualisation of @NAT_group either! Terrible marketing. pic.twitter.com/24KHF6LcIz
— Vicky Chandler (@VickyChandler) May 11, 2015
A spokesman for the NAT Group promised the images would be removed from its buses within the next 24 hours.
He said: “The slogan of ’ride me all day for £3’, while being a little tongue in cheek, was in no way intended to cause offence to either men or women and if the advert has done so, then we apologise unreservedly.
“There has certainly been no intention to objectify either men or women.
“Given the volume of negativity received, we have decided to remove the pictures from the back of the buses within the next 24 hours.”
The Advertising Standards Authority received 45 complaints about the advert. A spokesman said: “We understand the company is taking the advert down so at this stage we are monitoring the situation in case further action is needed.”
