JWT accused of trivialising the death of animals with pig ad

- J Walter Thompson's pig ad for Colman's Mustard has attracted a raft of objections from viewers complaining that the creative treatment trivialises the death of animals.

- J Walter Thompson's pig ad for Colman's Mustard has attracted a raft of objections from viewers complaining that the creative treatment trivialises the death of animals.

The commercial shows an animated pig dancing to the Bee Gees' Staying Alive tune and singing about not wanting to end up as sausages or other meat products.

According to the latest Independent Television Commission TV Advertising Complaints Report, 69 viewers found the ad 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-FitHertz, 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 were 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 certain outlets only, 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 ad by Levett O'Connell was slammed by one 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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