SCE France Print Ad Uses Breasts to Promote PS Vita Touch Screens

A new print ad from Sony Computer Entertainment France is getting some attention for pushing the boundaries of sexism to promote the company's PS Vita hand-held. The ad (pictured left and courtesy of MCV) shows a female body with four breasts and compares those four breasts to the PS Vita's front and rear touch screens.

The tagline for the ad is "Touch both sides, twice the sensations."

Some are chalking the ad up to what is acceptable in French advertising and cultural standards.

In fact a Sony UK representative told MCV this morning that this particular ad is not something that would be considered for the UK market and that each European territory has a certain amount of flexibility in the way they handle their marketing.

Still, as the industry matures and realizes that sexism is a problem ads like this don't really help to move forward…

Source: Kotaku by way of MCV


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  1. 0
    dagnabulous says:

    Soon enough ads will no longer be allowed to be funny or clever (though this particular one isn't really either of those). The future of marketing will only feature inanimate objects, for fear of offending anyone. No fruit…could be misconstrued.

    And for the reference, this ad is neither sexist nor is it objectifying women, because that thing is clearly a mutant and therefor does not count. Who knows what OTHER deformities it might have; could also have those double (or quadruple) man parts as previously commented.

    As to the "if it were a man in the commercial" angle, that is not an anatomical trade-off. Those are different parts. Same body part featuring a man, noone would care.

    On a side note, I think I saw that exact costume at a halloween party….

  2. 0
    hellfire7885 says:

    Well, who's chalking things up? With the way things are written it seems more like the government is letting their own dirty minds do the talking.

  3. 0
    Chris Kimberley says:

    Thing is, in France, this ad is not a big deal.  Men and women alike are far more likely to laugh at it than to be offended.  Different cultural standards.

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