Ice cream ad slammed as 'too sexual' in China... 'What's the problem?'

\r\n
[The Financial News] Global premium ice cream brand Magnum has come under fire in China over a new product advertisement that many say is too sexually suggestive.
Recently, Magnum launched its new "Two-Tone Ice Cream" in the Chinese market and released an ad inspired by the contrasting colors of ballet shoes.
The commercial features an ice cream coated with a combination of pistachio and chocolate, ballet shoes in matching mixed colors, and scenes that highlight a woman's feet.
The wording of the ad also drew criticism. Phrases such as "capturing the contrasting aesthetics of ballet shoes" and "unlocking new pleasure" were used. Chinese internet users interpreted terms like "pleasure" and "ecstasy" as hinting at sexual pleasure, and argued that "the ad is overly sexualized."
As the backlash grew, Magnum eventually removed all versions of the ad. Its local customer service center stated, "We take consumer feedback seriously," adding, "We will strengthen our content review and management processes going forward."
\r\n\r\n
gaa1003@fnnews.com Reporter An Gaeul Reporter