ITC restricts viewing of HHCL’s Pot Noodle spot

Pot Noodle’s latest commercial has come under fire from viewers because of its portrayal of sado-masochism, according to the latest Independent Television Commission’s TV Advertising Complaints report.

Pot Noodle’s latest commercial has come under fire from viewers

because of its portrayal of sado-masochism, according to the latest

Independent Television Commission’s TV Advertising Complaints

report.



The HHCL & Partners ad, which attracted complaints from 56 viewers,

shows a male prisoner challenged by a sadistic female warder for

flouting prison rules by eating Pot Noodle.



The prisoner is then seen being punished, doing press-ups naked in the

prison yard while the warder pushes his face into the ground with her

boot.



Most of the complaints objected to the implied sado-masochism and the

overt sexual nature of the ad. It was suggested that the spot should

only be shown in the late evening, while a number of viewers felt the

commercial was derogatory to men.



The ITC found that the film had originally been broadcast without a

timing restriction and upheld complaints on the scheduling of the ad

around children’s programming. However, cut-down versions of the film

were allowed without time restrictions and the ITC felt the other

complaints did not justify its removal.



As reported in Campaign (6 March), VNU Business Publications’

ComputerActive magazine fell foul of 243 viewers with its launch ad,

created by the Edge, showing a dog apparently copulating with a man’s

leg. Although the Broadcast Advertising Clearance Centre had restricted

the ad from screening around children’s programming, the ITC felt that a

9pm timing restriction was more appropriate and upheld the complaints on

this ground.



Ogilvy & Mather was also criticised by the ITC for a Ford Mondeo film

that stated: ’All Mondeos now come with a quick, clear windscreen, CD

player and air conditioning as standard.’ At the bottom were the words:

’Excludes Mondeo Aspen and Verona.’



The ITC ruled that the ad, which had completed its run by the time of

the investigation, must not return.



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