Australia’s most famous underwear brand, Aussiebum, has been criticized on social media for one of its ad campaigns.
One of the images features four typical Aussiebum hunks lounging around in the brand’s designs.
They’re posing in front of a truck, looking like a stereotypical group of Aussie guys. A large Australian flag hangs from the truck’s canopy. However, eagle-eyed social media users have spotted that one of the truck’s bumper stickers says ‘Fuck OFF WE’RE FULL’.
The logo and sticker is closely identified with those opposed to anti-immigration in Australia.
‘Kinda weird the truck in this ad has a FUCK OFF WE’RE FULL sticker, a phrase beloved by racist Australians everywhere,’ says Adam Moussa on Twitter.
kinda weird the truck in this ad has a FUCK OFF WE'RE FULL sticker, a phrase beloved by racist Australians everywhere pic.twitter.com/C3rVhhEgWz
— Adam Moussa (@adamjmoussa) December 28, 2017
Following Moussa’s tweet, which has been re-tweeted over 50 times over the course of the day, the image appears to have been removed from Aussiebum’s Twitter account after being posted early today.
‘I can assure you that is not our view’
Approached by GSN for comment, Aussiebum creator Sean Ashby responded promptly to say this was the first time the issue had been brought to his attention.
‘I shot this image about three years ago in Broome West Australia. It was in a caravan park and used a campers vehicle and tent site.
‘I never picked up on the stickers caption. It’s the first time it’s been brought to my attention. Like all countries we have some that are extreme in their views. I can assure you that is not our view.
‘I do apologise regardless and should have paid closer attention to the fine print details.
‘It’s not in my companies character to be racist and I put this down to an innocent oversight on my part. I’ve arranged to have this taken down. When I get back from holidays I will however update the image and replace it with a slogan that best fits my companies personality.’
After GSN approached Aussiebum for comment, the image was also deleted from Aussibum’s Facebook page.