New Adventure Travel Group( NAT), a South Based hire and land transport solution provider inscribed the back of its buses with a large advert depicting men and women, who appear to be topless, holding signs that read: "Ride me all day for £3".
Though the ideas was to make wanting to catch the bus "attractive to the younger generation”, it seems that mission, coordinated by the company seems to have backfired. Many people were displeased by the company’s campaign strategy and they took to social media to slam them using such “offensive words”.
“@NAT_GROUP bus in Cardiff is vile. Women face enough harassment on busses without use of sexually explicit language”, one person tweeted.
Another person wrote; “Hey @NAT_Group THIS IS ABHORRENT! You should remove these hugely offensive ads ASAP . Please complain and retweet.”
The company then issued a statement today, insisting that the advert was "tongue in cheek" and not meant to cause offense. They said the pictures will be removed within 24 hours.
"Firstly we have stated that our objectives have been to make catching the bus attractive to the younger generation. We therefore developed an internal advertising campaign featuring males and females to hold boards to promote the cost of our daily tickets.
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 twenty four hours", they wrote.