The spot, by Mother London, was made for the climate change campaign group.
But MEP Godfrey Bloom has already told the Daily Telegraph that he intends to complain about the ad to the Advertising Standards Authority.
He said: "This is a graphic and hysterical advert which will cause unnecessary distress and alarm."
The paper also reported comments by climate change sceptic Lord Monckton of Brenchley, who called the ad "a fraudulent piece of scaremongering".
MEP complains about Plane Stupid polar bear TV ad
by Staff, campaignlive.co.uk, 20 November 2009, 09:10am
LONDON - An ad released today by Plane Stupid, featuring polar bears falling from the skies, is to be reported to ad watchdogs - watch the ad here.
All Comments
Carl Martin - 20 November 2009
To be honest, the light hearted nature of much of today's 'prevention and awareness' advertising is too soft on a relatively dumbed-down and well exposed audience. Hard hitting and emotive ads like this are just what is needed. Hell if people are distressed, it means its made an impact, and the image will live with people. Sometimes that is what it takes. We all remember the Barnados advert with the girl and the repetitive smacks round the head don't we! I for one fully support and condone this type of advertising to reach people on issues that REALLY matter.
Grilla Login - 20 November 2009
I'd say, the distress and alarm is very necessary, Godfrey. And, has the Telegraph scrutinized your expenses yet?
Nicola Lucas - 20 November 2009
I'm not surprised it has complaints, it's horrific. It wouldn't make me fly less though as I know that flying doesn't make polar bears fall out of the sky. Sometimes shock tactics don't work as they're so ridiculous and distant from the truth.
Jamie Cowen - 20 November 2009
Hang on a minute, Godfrey. Here's a better idea: rather than getting your knickers in a twist over a bit of a provocative advertising, why not take issue with the British Communications Act which prohibits broadcast advertising that campaigns against climate change on the grounds that it is "politically controversial". I, for one, find that far more offensive than a bit of polar bear guts.
Charlotte Hamilton - 20 November 2009
I think the concept is powerful, but I'd have to say the bodies smashing into buildings on the way down, smearing blood as they go, does seem unneccessarily graphic. There's also a sense of "what am I supposed to do with that information?" at the end
Mark Griffiths - 20 November 2009
Reminds me of 9/11, I have to say. Also, while the amount of CO2 emitted is a good point to think about, I think the 'weight of the polar bear' is a red herring. The issue is disappearing ice cap, which means fewer polar bears. All this said, however, if you realise that unnecessary flying can keep polar bears alive, then you've got the point. It's aimed at you. But I don't think the text at the end works hard enough.
Andrew Wilson - 20 November 2009
It needn't be quite so graphic to portray the same message. I think if the 'blood smearing' were removed it would move the focus more towards the point of the advert, rather than showing-off with clever special effects.
Red Brown - 20 November 2009
The fact that it's got you all talking, and an MEP complaining would say to me that it's done its job. Well done Mother.
Sudha Natrajan - 20 November 2009
i guess all this will do is to get us talking, but will we do something about it? what is un-necessary flying? today, everything we do seems to contribute in some way to result in climate change. showing gory creatives is not going to bring about any changes in our lifestyle. a concerted and collective effort, mooted by governments of countries or atleast at the level of the local bodies, need to happen.
Sarah_Jean Duggan - 20 November 2009
If global warming keeps accelerating, polar bears will be the last thing on our minds.
Will the next ad have people falling from the sky? Or will we be shown drowning every time a petrol tanked is filled? Polar bears will die because the ice will melt due to rising temperatures caused by people causing CO2 - causing flooding - which will drown us. Thus wiping out the human race.
How long is it going to be before we stop saying 'save the planet' and start saying 'save the humans'? because that's what the real message is.
Adrian Zambardino - 20 November 2009
Well, I can only say "thank you Mr Bloom" for elevating a small budget campaign into a potential national headline. That's the whole point.
Grilla Login - 20 November 2009
Can't imagine planet earth shedding any tears over the loss of homo saps.
Clare Wilcox - 20 November 2009
If people DON'T do something about their own carbon emissions, then the final results will be a lot more horrific than bloody graphics of polar bears. As around 40% of UK emissions is caused by domestic use, individuals need to change their consumption patterns alongside enlightened government and business policy change. 6 Degrees \(M Lynas) describes \(based only on peer reviewed science) what awaits the planet's future once we've raised emisisons beyond the 2 degree warming limit \(deemed the safe level to prevent catastrophic change) If we pass this, it won't matter what we do, we will not be able to prevent temperatures increasing ever upwards. I wouldn't be so worried about a too graphic advert, knowing what we really need to be concerned about!
Sarah James - 21 November 2009
Nice spot executionally, but from a strategy view point., plane rubbish. Get with the times Plane Stupid, you are 10 years out of date with your messaging. Polar bears - really! This ad may get a bit of PR but will have no influence. I suggest you do some consumer research before you make your next one. Marketing is all about understanding the consumer and getting the message right, not about novel ads based on another fact that won't stop a single human flying. Good green ads are a little are sophisticated than this.
Sarah James - 21 November 2009
Sorry, typo in last line, should read:
Good green ads are a little more sophisticated than this.
A Y - 23 November 2009
This ad is made for the awards.
The award-winning and more award-hungry creatives did it for its shock value... and the fact that they did it, before anyone else... that's the point.
Greenhouse emissions, who cares? Any excuse to have a "creative" execution... and yes, even real executions... is enough to get award juries' attention to say... oh, that'll win... is good enough reason to have this done. Juries are such suckers, you see...
Relevance? Hey, 400kg is the weight of an adult polar bear... so let's throw them out of the air for effect! I mean, for the award.
There, that'll do.
Don't believe me? Check the results of the awards... you only need to wait a few months.
Well done, folks! Another round of applause for the scam artistes... more pay, more titles...
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