ASA condemns Audi joke on Duracell bunny

An ad featuring a squashed Duracell toy rabbit - which has already provoked a writ alleging copyright infringement - has been branded offensive and irresponsible by the Advertising Standards Authority.

An ad featuring a squashed Duracell toy rabbit - which has already

provoked a writ alleging copyright infringement - has been branded

offensive and irresponsible by the Advertising Standards Authority.



The advertising watchdog has warned the German carmaker, Audi, about the

national press ad, which shows the crushed toy in the middle of an open

road, after complaints it implied a child had been run over by a car.

But the ASA refused to back other objections that the ad placed undue

emphasis on speed.



More than 100 complaints followed the appearance of Bartle Bogle

Hegarty’s ad - now withdrawn - for the Audi TDI. The lawsuit was issued

against the VW-owned Audi by Duracell to protect its rights to the

drumming toy, with which it has been associated since the late 70s.



The ASA has also thrown out 124 complaints of blasphemy against a

national press campaign by the stationery manufacturer, Rey & Co, which

used ecclesiastical lettering and described its products as ’born again

paper’. But the authority upheld complaints about an ad - now withdrawn

- produced by Mitchell Patterson Grime Mitchell, which used the line:

’Jesus he loves me’ and claimed: ’Feel the power of His love - or hers.

Enchant them with a loving message you’ve designed and printed on a Rey

& Co greetings card.’



Meanwhile, the ASA has cleared Amnesty International after complaints by

the British Army that a press campaign was sensationalist, offensive and

might affect its recruitment of women.



The ad, produced by Abbott Mead Vickers BBDO, was about the activities

of rebel forces operating in northern Uganda and carried the headline:

’Why would the Army want to recruit your 13-year-old daughter? To rape

her, of course.’



However, the ASA has issued a warning to Elida Faberge for using drugs

imagery in an ad that appeared in the music and style press for Fusion

perfume.



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