NEWS: BACC makes Shoe Express tone down ‘distasteful’ ad

TV advertising regulators have ordered amendments to a commercial which shows people scraping dogs excrement from their shoes.

TV advertising regulators have ordered amendments to a commercial which

shows people scraping dogs excrement from their shoes.



The M&C Saatchi film for the Shoe Express chain of high street shops ran

into problems with the Broadcast Advertising Clearance Centre, which

said viewers might find the image distasteful.



BACC executives have cleared the commercial for screening, but have

ordered that a brief shot of a dog defecating should be cut.



There are no restrictions on when the commercial - currently on test in

the Granada area - can be shown, although agency and client have

undertaken not to allow it to appear during children’s programming.



Liam Strong, the chief executive of Sears, which owns Shoe Express,

approved the 30-second film, which is likely to be rolled out nationally

in the new year.



The ad features unfortunate pedestrians stepping in dog mess, while a

voiceover says: ‘Shoe Express stores aren’t elaborate or fancy. So if

you find something unpleasant at the bottom of our shoes, it won’t be

the price.’ The ad was written by Paul Marshall, art directed by Gary

Marshall and directed by Jeff Stark.



Its appearance marks the first work by M&C Saatchi for Shoe Express

since winning the primarily downmarket self-service chain (Campaign, 15

November).



The agency says the creative execution resulted from the need to provide

some breakthrough advertising for Shoe Express, part of the British Shoe

Corporation holding company.



Zoe Osmond, the group account director at M&C Saatchi with

responsibility for Sears, said: ‘We are trying to differentiate the Shoe

Express brand by giving it attitude and a streetwise credibility.’



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