An advert suggesting that a Nestle chocolate bar could help to control weight has been ordered off television screens, the advertising watchdog has said.The ad for Kit Kat showed Father Christmas walking into a house and complaining about becoming fat from eating too many mince pies. He then looked at a Kit Kat and said: “107 calories, just the ticket” as on-screen text stated: “May aid weight control within balanced, calorie controlled diet.”
A viewer complained that the reference to 107 calories implied that Kit Kat was a healthy snack even though they believed the biscuit was high in fat and sugar.
Another objected that the campaign appeared to target children through the use of Father Christmas, in breach of advertising rules on foods with a high fat, sugar and salt content.
Nestle said the statement that the two-finger Kit Kat contained 107 calories was not a claim that it was a low calorie snack, or was low in fat or sugar, but was designed to help consumers make a more informed choice. It said the ad was of an adult nature and believed the concept of calories would hold little appeal for children.
The Advertising Standards Authority said the 107 calories claim in the context of Father Christmas discussing having put on weight gave the misleading impression that a Kit Kat was low in energy.
It ruled that the ad must not appear again in its current form.
A very different way to advertise a TV channel.
A new ad from Australia’s Jamieson Brewery shows a whole different side of Disney’s Snow White.
They’ve turned her into “Ho White,” a floozy who lounges around naked in bed, blowing smoke rings, next to her brood of shag-mates, the Seven Dwarfs.
Created by an agency called The Foundry, the ad is part of a campaign that positions the brewer’s raspberry ale as “Anything but sweet.”
According to Sydney’s Daily Telegraph, the dwarfs were given new names like Filthy, Smarmy and Randy.
We wouldn’t know, because The Foundry has pulled the campaign materials off its Web site after admitting, somewhat ominously, that the agency had “a little bit of contact” with Disney about the ad.
A week-old TV ad in the UK warning people about the impact of climate change has drawn 203 complaints to the Advertising Standards Authority.
The Department of Energy and Climate Change is spending £6m on the ad, which was created by AMV BBDO, to promote its Act on CO2 carbon reduction initiative.
The ad uses the device of a children’s storybook, which shows a British town deep under water, with people and animals drowning. Carbon dioxide is shown rising from cars, homes and everyday appliances in clouds of black soot, which then form a jagged-toothed monster.
While most complaints claim the ad is misleading, some have also said it is frightening for children.
Sex Pistols‘ lawyers have threatened an ice cream company with legal action because of similarities in their advertising campaign and the band’s artwork and lyrics.
London-based company Icecreamists‘ online advertisements feature a picture of the Queen backed by a Union flag, with an ice cream spoon in her mouth and the words “God save the cream” written across her face.
Speaking about the dispute, Icecreamists‘ founder Matt O’Connor said he was surprised that the band appear to be concerned.