Lynx firm cleared over epidemic advert

 

An advert for Lynx deodorant in the style of a breaking news bulletin about a worldwide epidemic has been cleared following complaints that it was not immediately recognisable as a commercial.

The TV advert for Lynx Attract began with large on-screen text stating "Breaking News" while a news-reader said: "News reports just in of an epidemic spreading across the world."

The newsreader went on to describe a light plane making an emergency landing in Barcelona and escaped animals bringing Berlin to a standstill while footage showed people in New York wearing gas masks and protective clothing.

The newsreader said: "Scenes in New York show how quickly the epidemic is spreading. Emergency responders say the scale of the chaos may be beyond any sense of control" as people were shown removing their clothes and kissing.

The advert was cleared with a post-7.30pm restriction.

Ten viewers complained that it was not immediately clear that it was an advert and 19 complained about its sexual content. Another four said it was offensive for making light of serious issues such as aeroplane accidents and epidemics.

Defending the advert, Unilever said it used a "fantastical and humorous tone" interspersed with regular references to Lynx Attract, with the first mention taking place 14 seconds into the advert.

It believed that the continuation of funny, surreal situations, which would not normally be featured or shown in that style as part of a genuine news item, made it obvious to viewers that it was a spoof and not a real news item.

The Advertising Standards Authority said: "We noted the ad did not show a plane accident but referred to an emergency landing caused by passengers becoming amorous. We also noted the ad referred to an 'epidemic', but the scenarios were not rooted in reality and did not represent any real-life incidents.

"We understood that the references to an emergency plane landing and an epidemic might not have been to all tastes, but considered that, given the way the material was presented, the ad was unlikely to cause serious or widespread offence to viewers."

It ruled that no further action was necessary.

PA

Independent Comment
blog comments powered by Disqus
Top stories
News in pictures
World news in pictures
UK news in pictures
UK news in pictures
More stories
       
Independent
Travel Shop
Imperial Cities of Morocco
Seven nights half-board from only £799pp Find out more
Historic Sicily
Seven nights half-board from £799pp Find out more
4* all-inclusive Crete
Seven nights from only £399pp Find out more

Day In a Page

James Pembroke: The man who's eaten everywhere

The man who's eaten everywhere

Few people know more about restaurants than James Pembroke, who only spent five mealtimes at home during his entire childhood.
A Berliner in 1963 – but did John F Kennedy once admire Adolf Hitler?

A Berliner in 1963 – but did John F Kennedy once admire Adolf Hitler?

The young JFK praised 'superior' Nordic races during visits to Germany
Banned Iranian director Mohammad Rasoulof to attend Cannes Film Festival 2013, his first public appearance since prison

Banned Iranian director to attend Cannes Film Festival

Mohammad Rasoulof to make his first public appearance since being imprisoned three years ago
Seeing the larger picture: Inspiring images of space

Seeing the larger picture: Inspiring images of space

An exhibition explores images how photography has shaped astronomy
Eat Spam and carry on: Wartime pamphlets could teach us a thing or two about healthy, thrifty eating

Eat Spam and carry on

Wartime pamphlets could teach us a thing or two about healthy, thrifty eating
Facial hair: Cat beards and the purrrsuit of excellence

Facial hair

Cat beards and the purrrsuit of excellence
The 10 Best salt and pepper sets

The 10 Best salt and pepper sets

Whether they're for everyday use or to make your dining table look just right, it's worth getting a stylish shaker...
Ferran Soriano: Predicting success if Manchester City 'vision' is followed

Ferran Soriano: Predicting success if Manchester City 'vision' is followed

Chief executive says trophies will come if a 'core' of suitable players is in place
Thomas Müller: We couldn't handle losing a Champions League Final again

Thomas Müller: We couldn't handle losing a Champions League Final again

The Bayern Munich forward tells Tim Rich his side have to shed chokers' tag after two recent final defeats
Giro d'Italia: The Stelvio Pass - cycling's killer climb

The Stelvio Pass - cycling's killer climb

As the Giro d'Italia tackles the brutal climb, Simon Usborne takes on the snow and switchbacks – and soon realises what the fuss is about
National archives: Edward VIII’s phone calls - and how MI5 bugged them

Edward VIII’s phone calls - and how MI5 bugged them

Newly unearthed papers reveal a shocking extra dimension to the constitutional crisis over monarch’s abdication
Sent down at the Old Bailey: A tour of the world's most famous court

Sent down at the Old Bailey

A tour of the world's most famous court
Hollywood's random acts of red-carpet kindness

Hollywood's random acts of red-carpet kindness

The Hangover actor Zach Galifianakis’s date for his movie premieres isn’t arm candy  – it’s his 87-year-old friend who he saved from homelessness
British football scores an own goal

British football scores an own goal

Many managers barely survive a year in post. Martin Baker talks to experts who make a case for clubs using forensic business skills to find the best staff
James Lawton: Sergio Garcia cracks as major fault line opens up again

James Lawton

Sergio Garcia cracks as major fault line opens up again