Opinion

‘Ride me all day’: Bus company forced to remove ads featuring topless women, naked men

An ad campaign by a United Kingdom bus company has drawn so much fire from critics for its use of topless models that it’s been forced to remove the ads.

New Adventure Travel Ltd. announced the new campaign on Twitter Monday and faced immediate backlash.

One ad shows a brunette woman holding a strategically placed placard over her naked body that reads “Ride me all day for £3.”

In another an apparently naked man holds the same sign.

Unfortunately for the company, the provocative strategy seems to have backfired brutally.

The Twitterverse blasted the ads saying, among other things, that they “promoted rape culture.”

Even singer Charlotte Church weighed in calling the ads “abhorrent” and “offensive” while calling for their immediate removal.

It looks like the company listened, because Monday afternoon it announced it would endeavor to remove all of the “offensive” ads within 24 hours.

Firstly we have stated that our objectives have been to make catching the bus attractive to the younger generation.

We therefore developed an internal advertising campaign featuring males and females to hold boards to promote the cost of our daily tickets.

The slogan of “ride me all day for £3 whilst being a little tongue in cheek was in no way intended to cause offence (sic) to either men or women and, if the advert has done so then we apologise (sic) 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 twenty four hours.

Apparently the company forgot that in 2015, many people no longer have a sense of humor.

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Carmine Sabia

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