NGU Real Estate face backlash after online property video ad objectifying women

NGU Real Estate face backlash after online property video ad objectifying women
NGU Real Estate face backlash after online property video ad objectifying women

NGU Real Estate, based in Brisbane, have had one of its online property video ad campaigns banned after it portrayed women as being "similar to cattle."

The real estate firm have been well known for the flashy video advertising they put together in the past.

Lamborginhi's have extensively featured, while most videos follow women around the home, many dolled up in lavish dresses or skimpy fitness wear.

The recent complaints came from a promotional video (screenshots above and below), which had women women partying on a boat, swimming in a pool and performing a fashion show down the homes hallway.

In the clip the women head to the home by boat, despite the six level Norman Park home not fronting the river, as well as arriving in a Bentley and Ferrari.

The trophy home (without video) was featured in Property Observer last month after it was marketed as the Versace of Brisbane.

The video ad has been called "sexist" and "objectifying to women."

NGU Real Estate face backlash after online property video ad objectifying women

NGU Real Estate said it respects the complaints but does not believe it has breached any marketing codes.

“The models are portrayed in a confident manner and the key female is fully clothed and in portrayed in a position of power and confidence," NGU Real Estate told Mumbrella.

"The content was created by women and intended to portray women in a confident and positive light,” they added.

The ad watchdog agreed, however the Ad Standards Board dubbed the women portrayed as being "similar to cattle."

“The women may have been modelling clothes, but the selected woman goes to stand next to the ‘key female’ after being selected, and the implication is that she has been chosen rather than the clothes," they said.

“The Panel considered that this particular scene in the advertisement did employ sexual appeal in a manner which is exploitative of women in regards to the portrayal of women as commodities or objects to possess,” Ad Standards concluded upholding the complaint.

The Mumbella website noted NGU Real Estate said the ad had since been removed, however it does still appear on Youtube, as well as on the live realestate.com.au listing.

NGU noted that the company has not “acted unlawfully” because “advertising is self-regulated”.

After the company set up in 2016, it made $20 million in one month by the video showcasing. That month it saw 270,000 views on its properties.

NGU Real Estate face backlash after online property video ad objectifying women

Last year NGU announced Australia’s first “real estate mega office” for their business in Brisbane, offering buyers and sellers the opportunity to dine and deal.

A fitout started after they purchased property at 37A Archer St, Toowong.

The 807sq m commercial space would be real estate’s version of Google’s Silicon Valley base, according to NGU Group CEO Emil Juresic.

“NGU believes the real estate industry’s franchise model is dead,” Mr Juresic said.

“No longer do buyers peer into a shop window to view properties.

"Technology has changed everything and in response we are creating a central state-of-the-art real estate work environment.”

Mr Juresic said the innovative and holistic design of the new NGU Real Estate headquarters includes a wide range of facilities from auction rooms to a top-class restaurant.

“There will be five meeting zones, a resting area, gymnasium, restaurant, two boardrooms, a conference centre and a large number of carparks,” he said.

In the first six months of operation in 2016, the agent recorded $33 million worth of property sales and claimed to be "dominating the industry’s digital marketing sphere."

 

Joel Robinson

Joel Robinson

Joel Robinson is a property journalist based in Sydney. Joel has been writing about the residential real estate market for the last five years, specializing in market trends and the economics and finance behind buying and selling real estate.

Tags: 
Property Advertising Ngu Real Estate

Comments

Be the first one to comment on this article
What would you like to say about this project?