Dairylea Dunkers Upsets Viewers

The ITC received over 100 complaints from viewers over the JWT ad for Dairylea Dunkers. 115 viewers said that the campaign, which featured an animated dinosaur dipping an actress’s head into a cheese sauce and then putting her head in its mouth, was unsuitable for broadcast during children’s programming. A substantial number also said their children were frightened by the ad while a minority were concerned at what they saw as a degrading depiction of women.

Despite the fact that the advertiser removed the ad from daytime and early evening programmes when very young children were most likely to see it, the ITC ruled that it should not have been scheduled during kids’ programming in the first place. Therefore, the 43 complaints regarding scheduling were upheld whilst the remaining complaints were not.

…23 viewers complained about the Adidas ad from Leagas Delaney which featured a basketball player under attack from demonic figures. All the complainants felt that the ad was unsuitable for young children. The ITC upheld these complaints.

ITC: 0171 255 3000