Rightmove's Latest Ad Cleared of Sexism

November 18, 2020
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Portals latest ‘Outnumbered’ TV ad found not to be portraying women as demanding and men as poor parents

As we have seen in portal television adverts from across the world, the name of the game when it comes to advertising your property marketing website to the general public is definitely pathos. Having analysed several autumn offerings from market-leading portals around the globe recently we saw that the majority look to pull on the heartstrings of the viewers and get them thinking about how the people around them and the space they live in affects their emotional well-being.

The latest TV advert from British market-leading portal Rightmove is another classic of the genre, depicting a dad just trying to get a five-minute break from his four young daughters to read a magazine. Being constantly interrupted by their adorable antics in a somewhat cramped house he decides to go on Rightmove’s app and find a new home for his family. The end of the ad sees our hero retreating from his kids into his newly acquired shed to finally read his magazine only to be confronted by his daughters’ faces in the window.

The advert had been referred to the British Advertising Standards Commission after complaints that the advert portrayed sexist tropes of annoying females and lazy males, but the complaints were ultimately dismissed this week.

The episode highlights the importance of choosing the subjects and devices used in advertisements by portals seeking to capture market share at a time when record numbers of households are looking to change where they live.

November 18, 2020
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

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