- Dairylea has removed its commercial starring a dinosaur for Dairylea Dunkers from daytime and early evening schedules, after the Independent Television Commission received over a hundred complaints that the ad frightened young children.
In view of Dairylea's prompt action, the ITC decided not to uphold other complaints that the ad portrayed too much violence and a degrading view of women. In its latest advertising complaints report, the ITC said that the high number of complaints -- 115 -- was probably because an actress, rather than an animated cartoon, was used to play the cave woman victim. She is shown caught by a dinosaur, who then dips her head in cheese sauce, the implication being that he then puts her head in his mouth.
The ITC said the ad, which was created by J. Walter Thompson, also used a frightening soundtrack, which included screaming and melodramatic music.
Mobile phone advertising came under even fiercer attack in the report, with censure reserved for ads by WCRS for Orange; Bartle Bogle Hegarty for One-2-One; BMP DDB for Vodafone and Bates Dorland for Woolworth.
The ITC said all of the ads failed to clearly point out that the new phone cards introduced by the mobile phone companies are time-limited. As such, it felt that viewers would think the cards worked in the same way as traditional phonecards and upheld complaints against them. Although the One-2-One and Orange ads had completed their run, the other campaigns were removed from air.
An ad for Adidas by Leagas Delaney, featuring a basketball player under attack from an assortment of demonic figures, also drew complaints from viewers for its harmful effect on children.
The ad had been approved by the Broadcast Advertising Copy Clearance centre for broadcast outside childrens' programme but decided to impose a 7:30 pm watershed after learning of the complaints. However, the ITC felt that the viewers' objections were justified and upheld the complaints.