Ride Me All Day: Boss of agency whose models appear in heavily criticised bus adverts denies sexism

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The boss of the agency whose models feature in the ‘Ride Me All Day for £3’ bus posters says the campaign is not sexist.

Clair Rawlings, who runs Future Model Management, said the models in the campaign were not topless and the furore over the ads was “misguided”.

She also hit out at Charlotte Church’s criticism of the poster, saying her comments were “laughable bearing in mind her past history in the media of herself coming out of nightclubs drunk”.

Ms Rawlings told Wales Online: “People are entitled to their own opinions and it might offend some people but most people don’t care about it.

“There has been a positive response to it.”

The bus company at the centre of the row, NAT Group, have said they will remove the images within 24 hours after they caused outcry when they emerged earlier on Monday.

The adverts feature a picture of a woman who appears to be topless holding a sign which reads ‘ride me all day for £3’.

There is also a version of the ad in which a man holds the same sign.

Ms Rawlings said: “We did this campaign to look like the classic Calvin Klein campaigns… you see that sort of styling everywhere.

“I styled and directed the shoot myself.

“I think NAT are a great company.

“My models are not topless under the sign.

“They are wearing vest tops and strapless bras.

“There is no way I would allow any of my female models to pose topless.

“My models call me Nanny McPhee because I’m so protective of them.

“With all this fuss going on, I have to stand up for them.”

On Charlotte Church – who called the adverts “abhorrent” – Ms Rawlings wrote: “I admire anyone coming from Wales achieving what she has done but I do not judge her… she has put comments on Twitter.

“I find laughable her past history in the media of herself coming out of nightclubs drunk.

“What example is that?

“I don’t care, that is up to her.

“Stop judging other people.”

The advert has been slammed on Twitter and Facebook.

Marianne Rhiannon wrote: “Absolutely disgraceful advert promoting sexism and rape culture.

“I will not be using your service until these as removed and assurances are given that women are safe travelling on your services.

“You clearly have a shocking attitude towards half the population.”

Indianna Murphy added: “This advert is horrendous.

“Once again objectifying women and using a naked woman and sexual ‘innuendo’ to promote your bus service.

“This is disgraceful and seriously misguided.

“It makes me seriously uncomfortable.”

The NAT Group statement said: “The slogan of ‘ride me all day for £3’, whilst being a little tongue in cheek, was in no way intended to cause offence to either men or women and, if the advert has done so then we apologise unreservedly.

“There has certainly been no intention to objectify either men or women.

“Given the volume of negativity received we have decided to remove the pictures from the back of the buses within the next 24 hours.”

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