Ad complaints: a lot of hot air?

Posted by Tom Murphy

The Advertising Standards Authority (ASA) has announced its list of the 10 most complained-about TV advertisements of 2008. At the top of the list is a series of ads produced by children’s charity Barnado’s, to promote awareness of its work to prevent child abuse.

The admittedly distressing spots attracted a total of 840 complaints over their depiction of abuse and drug use, as well as the fact that they might prove upsetting to viewers who had suffered abuse as a child. However, the ASA cleared the ad, saying that its message justified the use of strong imagery.

Next on the list, with 743 complaints, was this Volkswagen Golf ad, featuring a dog who sings happily when he’s in the car but cowers and looks miserable when he isn’t. The complaints ranged from concern about the pooch’s welfare to criticism that it was advocating breaking the Highway Code by having a dog in the front of a car. Once again, none of the complaints were upheld.

In fact, as you move down the ASA’s “top 10”, it becomes apparent that the amount of hot air generated about these ad campaigns translates into very little action. The only ad that left our screens was one for Walkers Crisps, in which a bus had its top deck ripped off while driving under a low bridge. After 130 complaints that it might upset people who had affected by a similar accident, the manufacturer ordered its withdrawal.

Have you ever felt compelled to complain about an ad? Or do you think the complainers should find something more important to worry about before they reach for the Basildon Bond? Just because a number of individuals find something offensive, does it follow that it should be banned or withdrawn? Let us know what you think.

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Record complaints for Heinz ad

The best thing since sliced bread?

Posted by Tom Murphy

Hovis bread has been around for 122 years, and the company is commemorating the anniversary with an epic commercial depicting Britain’s changing society since 1886.

More than 750 extras took part in the ad, which was filmed in Liverpool and cost £15m to produce. It follows a young boy – played by 13-year-old Glaswegian Brian Mackie – as he collects a loaf at an 1886 bakery and delivers it home to his mum in 2008.

Along the way, he comes across the suffragette movement, World Wars l and ll, the Queen’s coronation, England’s World Cup victory in 1966 and the miners’ strike of the mid-1980s.

The full version of the commercial is 122 seconds long and will make its debut during tonight’s episode of Coronation Street, with ITV agreeing to cut the soap short by two seconds to accommodate it. However, if you'd prefer to make a cuppa - or even some toast - during the ad break, you can have a sneak preview here:

A poll in 2006 voted the famous ‘boy on the bike’ commercial produced by Hovis in 1973 as Britain’s favourite advert ever. It was directed by Ridley Scott, who later went on to direct Hollywood classics such as Alien, Thelma & Louise and Gladiator.

So, how do you reckon this one compares to Ridley's effort?

Picture: Premier Foods

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Rooney's bread role >>
Record complaints for Heinz ad >>
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Rooney's bread role

Posted by Will Parkhouse

Crumbs! Spud-faced footballer Wayne Rooney is reportedly swapping the Red Devils for bread revels (ahem) after agreeing to appear in a new series of Hovis adverts.

Record complaints for Heinz ad

Posted by Stewart Turner

Multinational food giant Heinz isn’t generally the subject of much controversy – well, not unless you consider the numerous crimes against food inflicted by their frightening Jalfrezi and Mexican-flavoured baked beans. But with their recent mayonnaise advertisement, the US convenience food giant is on course to end up with the dubious accolade of producing the most complained about TV ad of the year.

A whopping 175 people have vented their easily-offended spleens to the Advertising Standards Authority – because the ad features two men kissing.

One enraged viewer was moved to write: “The world’s gone nuts. How is two men kissing supposed to encourage people to eat mayonnaise? Show it after nine if it HAS to be shown and then we won’t be left trying to explain to our kids why exactly the Dad was called Mum and why did the Dad and ‘Mum’ kiss.” Another simply said: “I certainly won’t be buying any more Heinz products.”

So, here’s the offending ad in full. Take a look and tell us what you think. Is Heinz responsible for the downfall of Western Civilisation, or do some people simply need to get a grip? Don’t click if you think you might be offended by made-up people being silly, obviously.