'Offensive' Jimmy Savile marketing slammed by ad watchdog
By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Wednesday, 09 January 2013 12:01AM
Two email marketing campaigns have been banned by the ad watchdog for making "offensive" references to Jimmy Savile, the deceased TV personality and alleged sex abuser.
Both Extreme Publishing’s TBM magazine and clothing brand Dirty Smart used images and references to the late TV presenter, whose name has dominated the media as the perpetrator of alleged mass-sexual abuse.
TBM’s email marketing ploy used Savile’s catchphrase "now then, now then" in the subject line, and the line "how’s about that then" above a large image of the presenter posing in his underwear and smoking a cigar.
The image appeared in black and white with a colour picture of TBM magazine in Savile’s lap. Accompanying text read, "Christmas is coming and what better way of relaxing than to pull up a comfy velour settee, light up a Cuban cigar and finger through a copy of your favourite magazine – delivered direct to your door. TBM… the publication that doesn’t take itself too seriously. ‘As it ‘appens!'"
DirtySmart’s Halloween email advertisement gave consumers a choice of two images to click on for the chance to receive a 50% discount. The two images, one of a pumpkin and one of Jimmy Savile’s face, were displayed beneath the words, "choose your fate".
Both ads received consumer complaints calling the ads offensive and irresponsible in view of the media coverage surrounding the allegations of sexual abuse against Savile.
TBM and DirtySmart made it clear they had no intention of causing offense or of making light of sexual abuse allegations, and that in both cases, people that received the emails had opted in to the e-newsletters and were equally able to opt out.
The ads were banned by the Advertising Standards Authority and both advertisers were told to "ensure they prepared their ads with a sense of responsibility to consumers and to society, and to ensure they did not cause serious or widespread offence".
This article was first published on campaignlive.co.uk
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- Project Manager Emma & Rachael & You £40,000, London (Central), London (Greater)
- Senior Press Officer Ball & Hoolahan £32,000 per annum, London (Greater) / London (Central), London (Greater)
- Head Of Strategy & Consumer Insight Ball & Hoolahan £75,000 + Car/Car Allowance, South West England
- Category Manager Ball & Hoolahan £50,000 + Car/Car Allowance, South East England / London (Greater) / London (Central), London (Greater)
- Want a tactical ad? Should have gone to Specsavers
- Maxus confirmed as world's fastest growing media agency
- Greenpeace dresses up cats to help save tigers from extinction
- Why 2014 won't be the year of mobile advertising
- ITV's Adam Crozier: 'Work to be done' after losing out to C4 during World Cup
- Palestinian and Israeli bereaved families unite for 'anti-conflict' film