J. Walter Thompson’s ad starring an animated pig for Colman’s
Mustard has attracted objections from viewers complaining that the
treatment trivialised the death of animals.
The commercial shows the pig dancing to the Bee Gees track, Staying
Alive, and singing about not wanting to end up as sausages or other meat
According to the latest TV Advertising Complaints Report from the
Independent Television Commission, 69 viewers found the commercial
However, the ITC felt that most viewers would not have felt as strongly
about the ad and decided not to uphold the complaints.
A number of other commercials were not so lucky. Dyson, Kwik-Fit, the
Daily Mirror, Kellogg’s, Great Western Trains and Wall’s were among the
advertisers whose ads were censured by the ITC and many of the offenders
have been forced to withdraw or modify their commercials.
The ITC found that Ogilvy & Mather’s ad for Wall’s Winner Taco gave a
misleading impression of the chocolate and peanut content of the
product, while JWT’s work for Kellogg’s Just Right gave a similarly
false impression of the amount of fruit and nuts in the cereal.
M&C Saatchi’s ad for the Daily Mirror’s 10p promotion failed to
adequately inform viewers that the promotion applied to only certain
outlets, while Kwik-Fit’s ad from the Morgan Partnership was found to
make misleading guarantee claims about the lifespan of car brake
Dyson’s work by Levett O’Connell was slammed by a viewer who felt that
it gave a misleading impression of the performance of other vacuums and
the superiority of the Dyson model. The ITC ruled that the ad should not
return to air in its present form.