ITC clears JWT spot for Colman’s

J. Walter Thompson’s ad starring an animated pig for Colman’s Mustard has attracted objections from viewers complaining that the treatment trivialised the death of animals.

J. Walter Thompson’s ad starring an animated pig for Colman’s

Mustard has attracted objections from viewers complaining that the

treatment trivialised the death of animals.



The commercial shows the pig dancing to the Bee Gees track, Staying

Alive, and singing about not wanting to end up as sausages or other meat

products.



According to the latest TV Advertising Complaints Report from the

Independent Television Commission, 69 viewers found the commercial

offensive.



However, the ITC felt that most viewers would not have felt as strongly

about the ad and decided not to uphold the complaints.



A number of other commercials were not so lucky. Dyson, Kwik-Fit, the

Daily Mirror, Kellogg’s, Great Western Trains and Wall’s were among the

advertisers whose ads were censured by the ITC and many of the offenders

have been forced to withdraw or modify their commercials.



The ITC found that Ogilvy & Mather’s ad for Wall’s Winner Taco gave a

misleading impression of the chocolate and peanut content of the

product, while JWT’s work for Kellogg’s Just Right gave a similarly

false impression of the amount of fruit and nuts in the cereal.



M&C Saatchi’s ad for the Daily Mirror’s 10p promotion failed to

adequately inform viewers that the promotion applied to only certain

outlets, while Kwik-Fit’s ad from the Morgan Partnership was found to

make misleading guarantee claims about the lifespan of car brake

pads.



Dyson’s work by Levett O’Connell was slammed by a viewer who felt that

it gave a misleading impression of the performance of other vacuums and

the superiority of the Dyson model. The ITC ruled that the ad should not

return to air in its present form.



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