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MFI Ad banned
Topic Started: Sep 26 2007, 12:33 PM (378 Views)
Generic Chainsaw
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The following is reproduced from the media Guardian website:

http://media.guardian.co.uk/advertising/st...2176957,00.html

The advertising watchdog has banned a TV ad for MFI that featured a woman slapping her husband for leaving the toilet seat up, ruling that it condoned domestic violence as an "acceptable way to resolve issues".
The ad was one of a series of five TV commercials featuring a series of heated domestic arguments between various family members that turn out to be set within the kitchen, bathroom and bedroom areas of an MFI store. The ads, created by M&C Saatchi, used the strapline "You'll feel right at home".

More than 200 viewers complained to the Advertising Standards Authority, claiming that the ads were "shocking, offensive and disturbing" and were irresponsible for suggesting that arguing and shouting were "normal features of home life".

Some viewers also complained that the ads implied that shouting at children was acceptable and could encourage children to "behave in an aggressive and disrespectful way and could undermine parents".

MFI said it was not its intention to "cause distress or offence in any way" and apologised to the viewers who may have been upset by the ads.

The idea was to portray "common scenes or well known domestic jokes" in an "exaggerated and humorous fashion".

The company added that it did not believe it had caused "serious or widespread offence".

The ads were originally allowed to air with an "ex-kids" restriction so that younger viewers would not see the ads.

The ASA upheld a number, but not all, of the complaints against the ads.

It considered that "most viewers would understand that arguments and raised voices occurred in normal home life at various times and would be likely to view the scenarios shown in the ads in that context".

Four of the ads were cleared of the complaints about irresponsibility, bullying amongst children, encouraging children to be disrespectful, depicting scenes of child or domestic abuse or trivialising those issues.

However one ad, featuring a woman slapping her husband twice for leaving the toilet seat up, "gave the impression that aggression and violence enabled people in everyday life to get their own way".

The ASA deemed it was likely to cause serious or widespread offence because it could be seen to "condone intimidation, domestic violence and aggression as an acceptable way to resolve issues".

It also ruled that it could cause "social, moral or psychological harm to children" and was concerned that it had been broadcast at all.


As you may know, I hate it when ads are banned, especially reasons like this that don't make sense. Surely, civilised people in the 21st century can work out that it is an advert and a complete work of fiction, much in the same way that you don't see real cats and mice using explosives and frying pans to kill eachother!

It's a wonder they haven't taken the whole campaign off incase it encouraged people to set up home inside their local MFI, because of course, if it's in an advert then it must be real!!! :angry:
[size=7]Madness Is All In The Mind[/size]
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Col
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Those adverts were bad, but upholding complaints about domestic violence is just ridiculous. It's just an advert, its context isn't THAT deep.

Not as bad as the time an advert was pulled because people complained about a woman's nipple being shown for around a second...
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Daniel89
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Col
Sep 26 2007, 03:09 PM
Not as bad as the time an advert was pulled because people complained about a woman's nipple being shown for around a second...

Ah it's Lynx! Anyone remember the infamous dog breath advert with the dog coming out of the man's mouth? I only saw it once.
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The Godfather
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about time! we should thank all those who wrote in to complain about these terrible ads.

they should never been allowed, the article states exactly how i feel about the situation and what i was trying to say when i put them on the hating ad thread.
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