You may remember a while ago, we brought you news about a Sydney scrap metal recycler, St George Metal Recovery, who had a billboard featuring a blonde beauty with the tagline “They are definitely not the largest, but I wouldn’t sell my stuff to anyone else”. Well the bunch of gentlemen who created that have just successfully defended their new billboard from a complaint sent in to the Australian advertisement watchdog.
The complaint against the billboard claimed: “This advertisement implies that Brokeback Mountain is gay (alluding to the film) and suggests that their service is “straight up”, implying that being ‘gay’ is bad. I find this incredibly offensive and homophobic.”
However, the scrap yard replied saying Brokescrap Mountain is a registered name for the business, adding it was not implying being gay is bad.
The scrap yard has had a previous complaint upheld by the ASB, with the board upholding complaints arguing a billboard which featured a woman in a bikini was exploitative.
The scrap yard defended the current billboard arguing they assumed “the general consensus with the majority of people who know of the film, irrespective of whether or not they have seen the film think it is a movie about 2 homosexual men, on a mountain?”
They further defended the ad by outlining their “large multi-cultural, professional, homosexual, straight, atheist, religious, different body shaped, customer base which come to us because yes, our service is ‘straight up’ which they argue means honest and fair.
“We aren’t implying that “being ‘gay’ is bad”, you (the complainant) have simply perceived that. What other companies out there big or small are championing equality? This billboard should be celebrated not complained about. There is no way that the 2 directors of our company would get their photos taken, photoshop the hats on, add a wilderness background and hate on homosexuals! How would that make us money?
“At the time it was to be erected (no pun intended), this billboard was to coincide with a private members bill introduced into the Federal Senate by Liberal Democrat senator David Leyonhjelm, however delays in the printing process made the erection (had to do it) 3 weeks late,” the scrap yard said in its response to the complaint.
They scrap yard argued put forward that ‘Broke Scrap Mountain’ is one of its registered business names.
In its ruling, the board noted the registered business name of ‘Brokescrap Mountain’ and considered the term ‘straight up’ was not “of itself discriminatory towards homosexuals”. The board ruled the ad did not portray or depict material which discriminates against or vilifies a person or section of the community, thus the complaint was dismissed.