Duckworth Finn Grubb Waters has been chastised by TV viewers for its
latest Daewoo commercial, according to the latest Independent Television
Commission’s TV Ad Complaints Report.
The Daewoo film shows an ultrasound scan of an embryo in the womb, which
grows into a car rather than a baby. It was considered distressing to
those viewers who had recently lost babies. Other viewers thought the ad
was an insensitive use of a potentially worrying procedure in order to
market a commercial product.
However, the 34 complaints were rejected by the ITC on the grounds that
an ultrasound scan is now standard for all pregnancies and that the ad
was produced in a restrained and tasteful style.
Publicis’s latest ad for the Renault Laguna also attracted criticism in
the report. The film features a man on trial in a French court, who is
acquitted because he could not have made a quick getaway on a twisting
mountain road while driving an ordinary car.
The ad attracted 18 complaints on the grounds that it condoned dangerous
driving and glorified a criminal’s triumph over the law. The complaints
were also thrown out by the ITC because no dangerous driving was shown.
The ITC did, however, uphold complaints against BMP DDB’s Mr Muscle ad,
which depicted ‘Mr Puny’ using the kitchen cleaner. They centred on its
depiction of the product, which the ITC felt did not reflect its usage
under normal conditions.