No, not that bit of BS history. I’m referring to a breathtaking post on the wonderful BoredPanda.com about decidely un-‘PC’ advertising. Some of them are pretty appalling by today’s standards, but not really very surprising. What did surprise me were the supposedly official Sega ads relating gaming with masturbation. They seemed very crude, and very risque for the relatively late timeframe of the early 90s.
I wondered if they might be spoofs, and the style reminded me very much of anarchic British schoolboy humour magazine ‘Viz’. I went a-Googling, and sure enough, they really were from Viz. More interestingly though, they weren’t fake. They actually were commissioned by Sega UK. But for the very specific (and at that time, appropriate) audience of Viz readers. They wouldn’t have dreamed of putting these anywhere mainstream, and they could hardly offend anyone in a magazine featuring such sophisticated characters as ‘Fat Slags’ and ‘Buster Gonad’. As an aside, I have a pet theory that today’s internet humour (“none of us is as cruel as all of us” ring any bells?) owes a lot to the sort of misanthropic toilet humour found in its pages.
So these ads aren’t quite in the same league as the others. In context, they aren’t at all shocking (though the also wonderful UsvsTh3m disagree). They would only be seen (at the time) by those who would ‘get’ them. They’re not sexist or racist, and they were set in a context that was far more potentially offensive to a casual observer. A concerned parent or partner would probably assume them to be fake. I actually think it’s possible that a bold company could pull a similar stunt today. Say, via the Onion or the Daily Mash. In fact, there are probably examples that post-date this one. Any suggestions?