AN advert for Irn-Bru featuring a mother discussing her cleavage with her shocked son and his friends has been cleared following 176 complaints.
The commercial showed the mother cleaning the kitchen as her son and two friends walked in, followed by her saying: "New push-up bra. Amazing eh?"
The son's shock and embarrassment diminished as he sipped Irn-Bru, and the ad ended with the mother asking for a "group hug" to which the friends agreed.
Watch the advert below.
The Advertising Standards Authority (ASA) said most complainants thought the ad was offensive and irresponsible because they believed the scenario was sexual and inappropriate.
Others complained the ad was sexist and demeaning to women, while some were concerned it was inappropriately scheduled.
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.
The ASA said: "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." It ruled no further action was necessary.
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