A week after one of their own assumed the nation’s top job, red heads across the country have been dealt a blow after complaints about vilification on the basis of hair colour was knocked back by the nation’s advertising watchdog.

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The complaints centred on two ads, both of which featured unfavourable portrayals of red-heads: a VicRoads road safety commercial that warns using a mobile phone while driving causes "gingas" to get sleep with each other, and an ANZ bank ad featuring 'Barbara', a carrot-topped clerk whose stubbornness reminds customers of the worst aspects of dealing with banks.

'Gingers grow wings' ... a still from the controversial road safety campaign.

In both cases the Advertising Standards Bureau found that the ads were intended to be humorous and did not constitute vilification.



The ANZ ad has already been subject to complaints by the financial sector union, which say it creates a bad image of bank staff, however the latest complaint focuses on the hair colour of Barbara, played by veteran performer Genevieve Morris.



‘‘The advertisement patently slurs red-haired persons as obnoxious and inferior,’’ the anonymous complainant wrrote. ‘‘If any other ethnic group was identified thus you would promptly shrink from allowing the advertisement and brand the producer.’’



The bank has defended its advertisement, saying Morris was chosen for the role because of her comic ability rather than her copper locks.



‘‘Once humour was selected as the method of communicating ANZ’s message, careful consideration was given to the form of humour chosen,’’ the bank wrote in its formal response.



‘‘‘Barbara’ is a satirical representation of a bank employee in a customer service role. ANZ’s decision to use this particular actress to play ‘Barbara’ in the advertisement was based on the actress’s ability to deliver the comedic script in a satirical manner and also because of her expressions and mannerisms.’’



In dismissing the complaint — which relied on the advertising code clause that prohibits vilification on the basis of race, ethnicity, nationality, sex, age, sexual preference, religion, disability or political belief — the advertising watchdog agreed the humour did not focus on hair colour.



‘‘The board agreed that the advertisement was intended to be a tongue-in-cheek mockery of bad customer service. The board considered that the exaggerated depiction of a person providing bad service made it likely that most people in the community would not link this behaviour to people with the physical characteristic of red hair generally.’’



The VicRoads advertisement, while more pointed in its negative portrayal of those with ginger roots, was also deemed okay.



The Don't be a Dickhead campaign shows two red-headed people in bed and makes the cheeky suggestion that every time a driver uses their mobile phone behind the wheel, "gingers get fresh with other gingers" and "a red-head gets it's wings".



It also pokes fun at Emos and shows a man walking around impaled with a street sign.



The ad, aimed at young drivers, was uploaded to the VicRoads website in March and has to date received more than 33,000 hits on YouTube.



Pages of complaints were lodged with the ASB on the basis the ad was discriminatory and offensive.



"What would be the problem if two blonde people had sex? What makes it OK to attack red heads just because there is less of us?" one complainant wrote.



"After being bullied all through school having my hair pulled and cut by kids and teens to getting a part time job at a pub to pay my way through uni where I suffered even more abuse from drunk adults who wanted to see if my pubic hairs matched my head hairs I think I have suffered enough for my colouring. I don't think my own government should contribute to the belittling of a minority."



Another said: "I am appalled as a visitor from the UK that the notion of redheads having sex is seen as a bad thing. I think this is a basic human rights issue. It's racism it's prejudice and it's a very very bad joke."



Others complained the ad would encourage bullying in schools.



"I am also a teacher and I know that students will be quoting this ad to me and this will make any read-headed students feel uncomfortable and possibly could lead to bullying. I also object to using the term 'dickhead' in the ad as many students will use this term justifying it by the fact that it was in a VicRoads ad so it must be OK to say it.



"I find it utterly repulsive that my tax dollars now support a campaign which reinforces the derogatory message that it is supposedly 'hip/ trendy/ funny' to ridicule people such as myself."



In a decision handed down in April, and published online, the ASB found the clips did not breach the advertising code of ethics.



"The board noted that the Code does not refer to hair colour or physical attributes of a person and considered that having red hair is not a disability," it concluded.



"The board considered that the advertisement did not discriminate against or vilify red headed people."



It also ruled Emos had not been vilified for the same reason, and responded to complaints that the depiction of an impaled man was too graphic by saying the scenario was "exaggerated and clearly unrealistic" so as not to be taken seriously by viewers.



