Myplates: Interview

Boogers and Farts at Heart of 'Controversial' Campaign for Aussie License Plate Brand

Published on

Editor's Pick

An Australian license plate company has struck gold with a new TV campaign that depicts men as farting, nose-picking beasts unfit to occupy a woman's car. Aussie shop Custom Creative's "Manproof" campaign promoting the female-focused "Le Chic" line from custom license place company MyPlates, shows women that a feminine license plate doesn't just tell the world that your car is yours -- it keeps men away, thereby sparing the car owners from all the excretions that male drivers leave behind.

"Ladies," the ads ask, "do you know what your man is doing when he's driving your car?" The answers include uncorking farts or wiping tremendous boogers on the driver's side door. According to Mumbrella, Australian ad watchdog the Australian Standards Bureau received hundreds of complaints (presumably from men) about the campaign, suggesting that Australian women don't just have to worry about men being gross -- they have to worry about them being thin-skinned as well.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Jul 25, 2014
Custom Creative
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age