Twentieth Century Fox rapped for scary Alien: Covenant digital outdoor ads

The Advertising Standards Authority has banned two digital out-of-home ads for sci-fi horror film Alien: Covenant that it deemed too frightening to be shown on an untargeted medium.

The ads contained clips from the film, released in May, including one in which an alien egg cracks and an alien mouth suddenly shoots out of it, towards the camera.

Three people complained that the ads, seen on large screens in central London stations, would be likely to cause fear and distress.

JCDecaux, which manages the screens in question, said it believed it was appropriate to run the ads on the grounds that the scenes used also formed part of TV ads for the film.

But the ASA upheld the complaints, saying that since the film was rated 15, Twentieth Century Fox, the distributor, should have taken particular care to ensure that scenes used in the ads would be suitable to be shown in a public space where children were likely to be present.

Alien: Covenant is a sequel to 2012’s Prometheus, and a prequel to the original Alien movies starring Sigourney Weaver.

Simon Gwynn

Simon Gwynn recommends

Seven ads that escaped a ban

Read more

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).