THE boss of an air conditioning firm has defended a billboard advert featuring the slogan: “Your wife is hot.”
The Advertising Standards Authority received two complaints amid claims it is sexist and is assessing if there are “grounds for action”.
But Lee Davies, MD of Not Just Cooling, insists the ad — which urges people to get their air con fixed — was a bit of fun to “make people chuckle”.
He said: “My customers know there is nothing bad or negative to this billboard whatsoever. It’s all about politics in this country at the minute.”
Mr Davies decided to run the advert after seeing something similar on holiday in the US.
He initially planned to put it on the side of buses in Nottingham, but was turned down.
Adverta, which is responsible for promotions on city transport, said there was “room for the design to be potentially contentious”.
'MEANT NO OFFENCE'
A spokesman said that while they believe the firm “meant no offence”, it had a responsibility to the public.
But Professor Carrie Paechter, director of the Nottingham Centre for Children, Young People and Families, described the ad as “plain sexist”.
She said: “If I had young children, I wouldn’t want them passing that on the way to school because of the messages it gives them about society.”
However, Andrew Foster, who gave the ad the go-ahead as boss of Space Outdoor, said: “We deemed it appropriate. I stand by it. I do not see it as offensive.”
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Other social media users also defended the ad. Naomi Buckingham, said: “I saw this, had a little chuckle and carried on with my life.”
Graham Smith added: “We need more fun in our lives and this billboard is both humorous AND acceptable.”
Mr Davies is now considering a “Your husband is hot” ad for balance.
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