NEWS: ITC places restrictions on HHCL’s Martini film

Howell Henry Chaldecott Lury’s latest TV ads for Martini, which portray the brand as a beautiful drink for beautiful people, have been criticised by viewers for their insensitivity to people with facial disfigurements.

Howell Henry Chaldecott Lury’s latest TV ads for Martini, which portray

the brand as a beautiful drink for beautiful people, have been

criticised by viewers for their insensitivity to people with facial

disfigurements.



The ads attracted the highest number of complaints in the Independent

Television Commission’s latest Advertising Complaints Report, for

February 1996.



The ads, which encourage ugly people to resort to cosmetic surgery so

that they are attractive enough to drink Martini, were the subject of

complaints from 70 viewers for being offensive.



The ITC expressed concern that some viewers, particularly facially

disfigured children, could find the ads hurtful and has limited their

transmission to after 9pm. The ITC has also urged Martini to replace the

ads as soon as possible with new work that takes these sensitivities

into account.



TBWA’s work for the Nissan Micra, featuring a couple messily and

suggestively devouring a candlelit dinner, attracted 38 complaints from

viewers offended by the sexual theme of the ad. They claimed it set a

poor example of table manners for children. However, the ITC did not

uphold the complaints.



Calvin Klein’s ads for its Obsession for Women fragrance were deemed

offensive by 11 viewers who complained that it was inappropriate to use

a particularly thin woman (Kate Moss) to advertise perfume and that the

ads showed a disregard for concerns about anorexia. Again the complaints

were dismissed.



The Carling Premier commercial from WCRS also attracted censure. The ad,

featuring a man walking over car roofs in search of a pint of lager,

provoked objections over the use of anti-social action in an ad. The ITC

did not uphold the complaints but warned the Broadcast Advertising

Clearance Centre to exercise caution whenever such actions were featured

in ads.



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