Ryanair boss O'Leary hits back at ASA 'idiots'
Ryanair chief executive Michael O'Leary has said he will not stop using images of women from the airline's infamous charity calendar in marketing activity, despite the latest ad ban by the ASA.
Ryanair's annual charity calendar, which features images of the airline's female cabin crew in their underwear or swimwear, will be rolled out again in 2013.
And when asked by Marketing at a press conference yesterday if he will continue to run advertising using the calendar girls he said "absolutely".
O'Leary said: "We will be running ads next year featuring exclusive snaps from the 2013 charity calendar. We will run them in newspapers and newspapers will be happy to take them.
"I don't know how else we can sell a charity calendar unless we advertise a photograph of what's in the charity calendar."
O'Leary thanked the Advertising Standards Authority (ASA) for its ruling against two press ads for the airline's low fares, which featured images of women in their underwear taken directly from the calendar.
He claimed that the ruling "serves to confirm yet again what a bunch of complete idiots the ASA are".
The ads received 17 complaints and were banned by the watchdog, calling them "likely to cause widespread offence". The calendar itself received more than 8,000 complaints when it was first published.
O'Leary countered that the airline sent the ASA copies of women's magazines Cosmopolitan, Marie Claire and Vogue, claiming that the publications showed images of girls "in their knickers" advertising perfume, with similar images to advertise pots and pans.
He said: "[The ASA] have done more to generate pre-publicity for our 2013 calendar than even photographs of me stripping off into my swimwear, and we look forward to rolling out the 2013 calendar sometime around the end of October this year."
Video produced by Sarah Johnson
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
- VIDEO: Ryanair's O'Leary launches hotel comparison site
- ASA slams 'midget' party Facebook ad
- Ryanair's 'Bye bye Thomas Cook' ad overstepped mark, rules ASA
- 'I'm our marketing director', says Ryanair boss Michael O'Leary
- Ryanair bets on 888.com deal
- ASA bans Ryanair calendar girls
- Agencies line up for Ryanair ad brief
- Ryanair sexy calendar draws over 8,000 complaints
- Traffic Manager Blue Skies Marketing Recruitment £35000 - £45000 per annum, London
- Analytical Marketing Manager Badenoch & Clark £40000 - £45000 per annum, City of London
- Senior Account Manager Direct Recruitment £35,000, Central London
- Senior Account Manager Direct Recruitment £34,000 + bens, West London
- Digital Brand Strategist - £38 - 45k + bens Direct Recruitment £38,000 - £45,000 + bens, Central London
Chronicles of Cannes – Day Two: The Redux
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.