Renault ad shifted after children copy 'shaking that ass'

LONDON - An ad for the Renault Megane, where the line 'shaking that ass' is sung repeatedly, has been banned from being shown when children are watching TV, after complaints that some were copying the language and the ad's bum wiggling.

The television advertising watchdog received 139 complaints about the ad, created by Publicis, from viewers complaining about the use of the word "ass" in combination with the bottoms shown wiggling about.

The ad for the Megane features the Groove Armada song 'I See You Baby", which repeats the lyric "shaking that ass" over and over.

It is the second ad from Publicis featuring bums to prompt a significant number of complaints. In March, an ad for Velvet Toilet Tissue received more than 300 complaints from viewers upset at the sight of bare bottoms and the strapline "love your bum". However, it was spared a ban.

The spot was approved because the BACC thought that it would be seen by viewers as humorous and energetic, rather than sexual. It was also deemed acceptable to use the word "ass", because it would be seen as mild American slang. However, the ad was deemed acceptable only for programmes that were not made specifically for children.

Nonetheless, 11 viewers claimed that children, mainly in the two- to six-year-old range, had copied either the language or actions.

The Independent Television Commission has said that a temporary ban on showing the ad before 7.30pm must stay in place.

Publicis would not comment on its bottom obsession and no longer works on Velvet Toilet Tissue, having taken on Procter & Gamble.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content