Female model in Safra ad says outcry unwarranted

She thinks it is an "unnecessary uproar".

And even though she understands that netizens are against the concept of the advertisement and not her per se, Ms Fiona Teo feels like a victim.

The 25-year-old is the female face of a Safra ad aimed at attracting people to sign up with the Safra National Service Association's clubs.

Part of a campaign that began this year, the ad shows two men in the middle of their workout ogling at a woman behind her back.

Accompanying the scenario is a tagline which says: "A great workout, good friends and some healthy distractions".

Its tongue-in-cheek humour has failed to sit well with some netizens.

One netizen known as Faith Toh said Safra has "endorsed the objectification of women".

Another known as Cindy Ng called it "outright distasteful, completely disrespectful to women and borders on sexual harassment".

While Ms Ng acknowledged in subsequent comments that "sex sells", she explained: "Indeed, there are many adverts and media messages that use sex to sell.

"This is just one of them and it is my personal decision to call out Safra, given its position as an offshoot of the SAF (Singapore Armed Forces) that claims to be family friendly."

The "unnecessary uproar" has left Ms Teo, the female model in the ad, frustrated.

Ms Teo, who has done bikini photo shoots for FHM magazine and New Man Magazine in 2007 and 2008, told The New Paper: "I was wearing a proper gym outfit. It wasn't even skimpy. Everyone knows that guys in the gym like looking at a fit lady working out.

"The same goes for women. When there's a good-looking and fit guy working out, it's only normal to look."

She added that she believed Safra did not intend to disrespect anyone during the shoot.

"I honestly wouldn't feel that it'll be any issue if this ad was not conducted by Safra.

"Because Safra is a government body, people get sensitive over it. If the ad is by any other gym or company, nobody will bother," said the self-employed make-up artist.

Following Ms Ng's comment, Safra clarified on its Facebook page last Saturday: "Be it in the gym or anywhere else, it is not uncommon for some women to be checked out by men or vice versa.

"The ad is not aimed to devalue women and neither does Safra condone it. We certainly believe in equality of the both sexes."

SAFRA'S RESPONSE

In response to TNP's queries, a Safra spokesman said the ad is to "encourage NSmen to remember the friendships forged during national service and to create new memories together".

"The campaign showcases various bonding moments among national servicemen from Basic Military Training to having their own families, while taking a humorous and light-hearted approach to some of life's experiences as boys become men," he said.

The ad is part of a series that will run island-wide till the end of March when the campaign is slated to end, he added.

fjieying@sph.com.sg

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