Abbott Mead Vickers ad for Wrigley's Xcite brand pulled by ITC

The Abbott Mead Vickers BBDO commercial for Wrigley's Xcite chewing gum has earned the dubious accolade of being the most complained-about television commercial of all time.

The ad, which has now been pulled by the Independent Television Commission after receiving more than 600 complaints, shows a man retching, prompting an entire dog to emerge out of his mouth. Viewers complained the ad frightened children and some even said it made them sick.

The ITC also dismissed more than 300 complaints against a Velvet toilet tissue ad by Publicis, saying claims it might stimulate paedophiles were invalid. It showed several bare adult bottoms with descriptions such as "curvy", "cuddly" and "firm", and the strapline: "Love your bum."

Viewers complained the nudity was unacceptable, and that the imagery of backsides was in poor taste when transmitted around meal times.

However, the ITC noted the BACC had approved the ad provided it was not shown during children's programmes.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).