By Nikki Sandison, brandrepublic.com, Wednesday, 18 June 2008 08:40AM
The TV ad, for a mobile download, received two complaints from viewers who challenged whether the ad, shown at 8am on a Sunday and 4.30pm on a Thursday, was appropriate to be shown at times when children could be watching.
The ad featured extracts from a music video by HTwo0 for a track titled "What's it gonna be" and showed a group of men and women dressed in school uniforms dancing in front of a school.
One of the women performed a striptease in a classroom for one of the men, wearing a lacy red bra and pants under her school uniform.
The ad had been cleared for broadcast by The Hits channel without any timing restriction despite the sexual nature of its content.
The Channel 4- and Bauer-owned Box Television, which owns The Hits channel, explained that the ad was edited and cleared by it and featured sequences from the music video that was broadcast across all their channels. The Hits pointed out that a complaint had been made to Ofcom about the content of the video but that it had not been upheld.
Ministry of Sound Recordings said it had no plans to use the ad again.
The Advertising Standards Authority noted that there were no plans to use the ad again, but reminded The Hits of the importance of applying appropriate scheduling restrictions to ads that were inappropriate to be seen by children.
It considered that the ad featured sexually provocative content that was unsuitable for younger children and therefore should have an ex-kids restriction.
In a separate adjudication the ASA upheld 21 complaints about an Irish TV ad for Unilever's Sure Girl deodorant, which showed teenagers dancing in a moving vehicle without wearing seatbelts.
The ad, created by McConnells Advertising, showed three young women dancing in the back of a moving vehicle. Two of the teenagers moved away from the one in the middle holding their noses and on-screen text stated: "The fun stops when the sweat starts."
Unilever Ireland said that the ad was filmed from the front of a stationary vintage VW van using a hand-held camera and that the motion was the result of the teenagers jumping around.
The ASA acknowledged that the van was stationary but considered that the movement of the vehicle gave the impression that it was in motion.
It upheld the complaints concluding that the ad was likely to be seen to condone or encourage an unsafe practice.
This article was first published on brandrepublic.com