FCUK OK According To ASA
The Advertising Standards Authority (ASA) proved that they are not wholly against controversy, deeming the latest addition to French Connection’s infamous FCUK campaign, ‘unlikely to cause serious or widespread offence’. The ASA received complaints that a cinema commercial for the FCUK brand was offensive, despite having been approved by the Cinema Advertising Association (CIA) to be shown with ’15’ or ’18’ certificate films.
The ad showed a couple kissing and whispering words which began only with the letters F,C,U,K. As they whispered the woman’s head moved down the man’s chest until she could not be seen and the man said: “FC you kinky bugger”. The commercial ended with a picture of a condom with FCUK on the wrapper.
The advertisers defended the commercial saying: “Magazines with a similar audience to a ’15’ certificate film, contain exploitation of women, sex and oral sex.” They also claimed that the voiceover was intended to be humorous and that the website address should be read “f…c…u…kinky bugger, arguing that kinky and bugger were commonly used words.
The CIA believed that the advert would not offend as: “It contained only sexually orientated material and promoted a safe sex massage by including the closing picture of a condom.” The CIA received only one complaint against the ad and the ASA concluded that: “The commercial was unlikely to cause serious or widespread offence.”
The ASA also received complaints about a poster which showed a still from the cinema commercial. Headlined FCUK the poster depicted the kissing couple and was criticised by people who believed that it showed two women kissing. They objected that the poster was offensive “especially because it would be seen by children.”
The advertisers explained that the couple would be recognisable from the television campaign, cinema commercial and website advertisements and confirmed that one of them was a man. They added: “Even if it showed two women kissing, the poster would not offend.” The ASA felt that the sex of one of the couple was unclear but concluded: “The poster was unlikely to cause serious or widespread offence or harm to children.”
The FCUK campaigns have aroused controversy ever since Trevor Beatty was called in to revive the profile of the fashion brand in the late 90’s. The ASA’s decision not to uphold complaints against the latest advertisements provides a change for French Connection who have been warned repeatedly from the outset not to use the obvious sexual innuendo of its slogan (see Retailer’s Kinky Bugger Ad Provokes Complaints To ASA) .
ASA: 020 7580 5555 http://www.asa.org.uk
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