NEWS: ITC attacks risque Simons Palmer TV spot for Accurist

Simons Palmer Denton Clemmow and Johnson has been rapped over the knuckles by the Independent Television Commission for its controversial ads for Accurist watches on the grounds that they are offensive to women.

Simons Palmer Denton Clemmow and Johnson has been rapped over the

knuckles by the Independent Television Commission for its controversial

ads for Accurist watches on the grounds that they are offensive to

women.



Simons Palmer created two spots for Accurist, which ran before Christmas

last year. The first featured a man being caressed by an attractive

woman, with the strapline: ‘He who gives an Accurist this Christmas

deserves everything he gets.’



The second commercial featured what looked like the same woman, but as

she turned to the camera it became clear she was an old hag in a wig.

The endline ran: ‘He who doesn’t give an Accurist this Christmas

deserves everything he gets.’



The commercials attracted 56 complaints because they were thought to

imply that men could buy sexual favours from women and to denigrate

older women.



The Broadcast Advertising Clearance Centre had already expressed

reservations about the ads and stipulated a post-9pm transmission. The

ITC agreed that the ads were likely to cause widespread offence and

suspended them.



Other ads under attack in the ITC’s latest monthly Television

Advertising Complaints report include Bartle Bogle Hegarty’s work for

Elida Gibbs and GGT’s latest film for Holsten Pils.



Elida Gibbs’ ‘Faberge Addiction Perfume’ ad attracted 83 complaints. The

40-second spot featured a man and woman undressing each other.



Eight viewers complained about the use of the word ‘asshole’ in the

Holsten Pils ‘drink drive’ ad. But the ITC rejected the complaints

because it only ran after 11pm, in selected programmes.



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