ITC Bans Gillette TV Ad Following 159 Complaints
The ITC has banned a Gillette TV ad featuring an office worker running from a building about to be demolished by a wrecking ball, after 159 viewers complained that it was too reminiscent of the World Trade Centre disaster.
The commercial for the brand’s Right Guard deodorant featured an American-style TV presenter commenting on the man’s progress as he runs down a dust-filled stairwell to avoid being trapped in the collapsing building.
Viewers complained that the ad, created by Abbott Mead Vickers BBDO, was offensive and upsetting because it was screened too close to the second anniversary of the 11 September terrorist attacks on New York and Washington.
The agency responded to the complaints by amending the ad to emphasise the fact that the main character was taking part in a game. It removed the stairwell scene that some viewers felt particularly resembled the disaster and replaced the ad with a cut down version.
However, the ITC continued to receive further complaints relating to the edited version of the commercial and suggested that the overall theme of the ad was upsetting, rather than just certain isolated scenes.
The watchdog acknowledged that action had been taken to lessen the likelihood of further offence, but ruled that it should be taken off air. A new shorter version of the ad will be shown from 22 September.
Earlier this month the ITC refused to censure Channel Five despite concerns over links between sponsorship and the content of its recent Dinner Doctors series. The programme was funded by Heinz and was created to show busy families how to make meal times more appetising using everyday ingredients (see ITC Clears Five Over Heinz Programme Sponsorship).
ITC: 0207 306 7743 www.itc.org.uk
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