Zoe Foster and Hamish Blake’s Bonds ad accused of sexism

Yep, really.

By Natasha Harding

After watching one of our fave couples, Zoe Foster and Hamish Blake, working out in a hilar gym sesh on screen for Bonds, we couldn’t help but fall even more in love with them.

But it seems not everyone got the same #RelationshipGoal vibes from the ad with the MailOnline reporting multiple complaints were lodged to the Australian Advertising Standards Board calling the ad ‘sexist’ against men.

If you’re thinking, ‘um, why?’, apparently it’s all to do with the fact Zoe dacked her hubby , Hamish, before serving him a cheeky slap on the tush.

Here’s what some people had to say:

“The ad clearly objectifies men and shows how they are sexual objects to the viewers,” one complaint read, “is this message what we want children and other viewers to think?”

“I feel this is derogatory towards men, also promotes putting down another person,” read another.

“We are constantly being told to respect women, but this ad does not show anyone being respectful. Surely we want to promote mutually respectful behaviour to other people not this sexist attitude.”

Granted, while bum slaps can be sexist (y'know, if it's some random in a club who does so without your permission), these guys are married and clearly having a good time in the clip.

In addition, both Hamish and Zoe would have to consent to the whole shebang, meaning they could refuse to do anything they felt uncomfortable with, right?

Bonds responded to the complaints by arguing that Zoe and Hamish’s relationship is high profile enough that viewers would understand their comedic backgrounds.

The Board subsequently dismissed the complaints, ruling that, “During the various activities the couple are seen as sharing power, presented as equals and playful in their interactions together.”

With regards to the bum slap, the statement went on to describe the action as ‘very playful’ and, in the overall context, ‘not of concern.’

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