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Adult film actress Josephine Jackson starred in the advertising campaign
Photo: “Kowalska”
About this reported owner Maksym Bondarenko of the creative agency Reitrarska, who appealed to the State Production and Consumer Service with a complaint about the campaign.
In the response published by the department, it is stated that the advertisement revealed a violation of the current legislation – discrimination on the basis of gender.
“[Кампанія] uses the image of the human body (part of the body) exclusively as a sexual object for the purpose of attracting the attention of the consumer, which does not relate to the advertising product or the way of its consumption”– the letter of the service says.
They decided to impose a fine on the company “Kovalska”, which launched the advertising campaign, and to stop the advertisement from being distributed.
What ad campaign is it about? In July 2025, the company “Kovalska”, which in particular is engaged in the production of construction materials, launched a campaign regarding the rules for the care of concrete “Tverdiy standard”.
The heroine of the advertisement was the actress of films for adults, Josephine Jackson, who was nicknamed the “hardness expert”, according to the press release of the company, which was shared with “UP. Life”.
“Kowalska” explained that thanks to the participation of a well-known “public figure” and a provocative style, they tried to draw attention to “important information” regarding the technical aspects of concrete structures.
“It’s a collaboration that everyone will definitely remember: an actress and an industrial company teamed up to talk about concrete. This is not a video in 18+ format, but an informative video that clearly explains the nuances of concrete care. Technically and seriously, although with a tangible game”– said the creators of the campaign.
They shared that in the videos, Josephine Jackson plays the role of a psychologist conducting a session with a confused construction client. According to the actress, the center of the video is a woman, but “not as an image or an object, but as a person.”
“At the center of the plot is hardness. The one that does not come immediately, but requires proper care. After all, even the best concrete will not become a reliable support if it is handled carelessly.” – they told in “Kovalska”.
As of the moment of publication of the material, the company’s social networks still have videos of the “Tverdy Standard” advertising campaign.
Previously, we told how one of the episodes of the YouTube show “Medical Stories” collided with wave of criticism in social networks due to the story of a participant-doctor, who told how in the operating room he looked at the breasts of an anesthetized patient.
”, — write: www.pravda.com.ua
Adult film actress Josephine Jackson starred in the advertising campaign
Photo: “Kowalska”
About this reported owner Maksym Bondarenko of the creative agency Reitrarska, who appealed to the State Production and Consumer Service with a complaint about the campaign.
In the response published by the department, it is stated that the advertisement revealed a violation of the current legislation – discrimination on the basis of gender.
“[Кампанія] uses the image of the human body (part of the body) exclusively as a sexual object for the purpose of attracting the attention of the consumer, which does not relate to the advertising product or the way of its consumption”– the letter of the service says.
They decided to impose a fine on the company “Kovalska”, which launched the advertising campaign, and to stop the advertisement from being distributed.
What ad campaign is it about? In July 2025, the company “Kovalska”, which in particular is engaged in the production of construction materials, launched a campaign regarding the rules for the care of concrete “Tverdiy standard”.
The heroine of the advertisement was the actress of films for adults, Josephine Jackson, who was nicknamed the “hardness expert”, according to the press release of the company, which was shared with “UP. Life”.
“Kowalska” explained that thanks to the participation of a well-known “public figure” and a provocative style, they tried to draw attention to “important information” regarding the technical aspects of concrete structures.
“It’s a collaboration that everyone will definitely remember: an actress and an industrial company teamed up to talk about concrete. This is not a video in 18+ format, but an informative video that clearly explains the nuances of concrete care. Technically and seriously, although with a tangible game”– said the creators of the campaign.
They shared that in the videos, Josephine Jackson plays the role of a psychologist conducting a session with a confused construction client. According to the actress, the center of the video is a woman, but “not as an image or an object, but as a person.”
“At the center of the plot is hardness. The one that does not come immediately, but requires proper care. After all, even the best concrete will not become a reliable support if it is handled carelessly.” – they told in “Kovalska”.
As of the moment of publication of the material, the company’s social networks still have videos of the “Tverdy Standard” advertising campaign.
Previously, we told how one of the episodes of the YouTube show “Medical Stories” collided with wave of criticism in social networks due to the story of a participant-doctor, who told how in the operating room he looked at the breasts of an anesthetized patient.