In its most recent Television Advertising Complaints Report, the ITC received 69 complaints from viewers in regard to a Colman’s Mustard advert, created by agency J. Walter Thompson. The slot features a pig dancing to the Bee Gee’s track ‘Staying Alive’, singing about not wanting to get turned into sausages.
Complainants, 11 of which were vegetarian, claimed that the ad trivialised the death of animals, or was an unwelcome reminder of the connection between live animals and meat products.
The ITC did not uphold the complaints however. Although it realised that some viewers might find the ad tasteless, it decided that most viewers would not have felt as strongly about it as those who complained.
The ITC received a total of 488 complaints about 212 adverts during September, and complaints were upheld by the watchdog about 18 advertisements.
ITC: 0171 255 3000
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