This looks like an example of the pitfall of relying too much on consumer testing.
As reported by The Drum, ASDA often undertakes “Mumdex” surveys to find out what the public thinks. The supermarket says the ad “depicts what many of the 16 million mums who shop in Asda tell us they feel.”
The spot does make dad look like a lazy, no-good so-and-so. Mom does everything to make it a perfect Christmas, and all shithead can say is, “What’s for tea?”
Also, notice that Grammy is diving right into her present: Fifty Shades of Grey.
An ASDA spokesperson says:
“To any mums and dads who have been upset by our Christmas TV ad – we’d like to offer our sincere apologies. We respect all hard-working parents and know just how tough it is managing a family – particularly at Christmas.”
Ad agency: Saatchi & Saatchi, London.
What do you think? Sexist, or not?