Martini Ad Causes Complaints

70 people have complained about the Martini ad campaign, which features people seeking cosmetic surgery so that they become beautiful enough to drink Martini. From now on the ad will have to be broadcast after the watershed.

The majority of complainants, including a plastic surgeon, clinical neurophysiologist and two charities, objected to the use of references to physical appearance and the emphasis on corrective cosmetic surgery as insensitive and hurtful to people with facial disfigurements. Amongst these, some expressed particular concern about the impact on facially disfigured children. A number considered it bad taste and divisive to imply that only beautiful people could drink Martini.

Howell Henry Chaldecot Lury & Partners, who created the ad, defended the campaign by saying that the ad is designed to satirise vanity and cosmetic surgery. The phrase used in one of the ads, “Martini’s glamorous image makes some feel too self-conscious to drink it; frankly they feel too ugly to drink it”, was intended as a ridiculous explanation for Martini’s previous lack of sales success.

The ITC believes that although the humour used was acceptable for broadcast at any time of day, some sections of the audience, especially disfigured children, may find the ad hurtful and distressing.

For this reason, the ITC decided that any further transmission of the two commercials should be limited to post 9pm. The ITC also urged the advertiser to replace the ads as soon as possible with material which took account of the sensitivities which the case had brought to light.

ITC: 0171 255 3000