Feminist calls 'bird' joke foul

Maxx, the Auckland public transport mascot, is in hot water with Sandra Coney for trying to chat up a few "birds" at the end of his new bus route.

The cartoon pukeko has offended Ms Coney, an Auckland Regional Council member and veteran feminist, by telling radio listeners he caught the express service from Albany to Auckland after hearing "there were some nice birds" in town.

Ms Coney complained at a council transport policy committee meeting yesterday that the advertisement was sexist, an unwelcome relic of the past.

"I was protesting in 1971 in the women's movement and thought we would have got past sexist comments to sell products," she said.

She acknowledged a late realisation that Maxx was himself supposed to be a feathered creature but said that did not excuse the gag.

"Advertising shouldn't make jokes at the expense of women. I imagine a lot of women use buses."

Her complaint sent Auckland Regional Transport Authority chief executive Alan Thompson, whose organisation contracts buses to run along the Northern Motorway from new "park and ride" stations in Albany and Constellation Drive, racing to find a transcript.

"I haven't heard the latest one and we'll take it up [with the advertising agency] as a matter of urgency," he said.

Outside the meeting, he told the Herald that the advertising had been vetted as acceptable by his communications and marketing team, who were all professional young women.

"It is not a blokey thing," he said.

Authority media and communications manager Sharon Hunter said the advertisement was devised by a female advertising agent, and she would send a copy to Ms Coney to try to persuade her it was meant to be light-hearted.

Mr Thompson would not indicate whether the advertisement may be withdrawn, saying it had previously been assessed by a focus group.

"We certainly don't intend to give any offence," he said.

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