Mom Seduce Son Friend

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By Suzannah Hills 12:08 BST 10 Jul 2013 , updated 14:15 BST 10 Jul 2013
An Irn-Bru advert showing a curvaceous mother discussing her cleavage with her horrified teenage son has been deemed acceptable by the advertising watchdog despite 176 complaints.
The television ad features buxom actress Marianne Adams, 43, in a tightly-fitting pink cardigan telling her son: 'New push-up bra. Amazing eh?' as his friends ogle her breasts.
But the son's shock and embarrassment faded as he sipped Irn-Bru and he responds: 'Looking good mum.'
His mother then gives him a big cuddle before suggesting a 'group hug' to which his friends agree enthusiastically.
Too racy? Watch the Irn-Bru ad and decide for yourself
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The Advertising Standards Authority (ASA) said many of the complaints believed the ad was offensive and irresponsible because they the scenario between the mother and the young men was 'sexual and inappropriate'.
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But it has ruled that the advert was not irresponsible, sexist or demeaning and focused on the son's embarrassment rather than the mother trying to seduce her son's friends.
The ASA said: 'Although we noted that some complainants had interpreted the action in the ads as portraying an inappropriate relationship between the mum and the son's friends, we did not consider that their interaction was a portrayal of irresponsible behaviour.
'We considered that the action relied on the mum being confident and attractive, but not consciously or overtly behaving in a sexualised or flirtatious way.
'We also considered that the focus of the ads was the son's embarrassment at the effect his mum's appearance was having on his friends.
'Therefore, and particularly in the context of ads intended to portray a surreal and light-hearted comedic approach, we did not consider that the action or depiction of the female protagonist was sexist or demeaning and concluded that the ads were not in breach of the code.'
The ASA ruled that no further action was necessary.
Others complained that the ad was sexist and demeaning to women, while some were concerned that it was inappropriately scheduled at a time when children could have been viewing.
Irn-Bru manufacturer AG Barr said it wanted the ad to 'stay true to the traditionally cheeky and irreverent sense of humour' of previous campaigns but not to 'objectify women, carry any tone of a sexual nature or cause offence'.
It said the focus of the ad was the son's embarrassment and the comedic concept that Irn-Bru would help him deal with such an awkward situation.
It added that the young men were not reacting in a way that portrayed sexuality or colluding in a salacious fashion, but were rather transfixed by the mother's appearance.
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Irn-Bru advert that shows mother trying to seduce her teenage son's friends is 'not irresponsible', watchdog says
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