Nearly 30 complaints about a TV ad for Lynx – made in the style of a breaking news bulletin about a worldwide epidemic – have been thrown out, despite claims it was overtly sexual, made light of disasters and not recognisable as an ad.
The TV advert for Lynx Attract began with large on-screen text stating “Breaking News” while a “newsreader” said: “News reports just in of an epidemic spreading across the world.”
It went on to describe a light plane making an emergency landing in Barcelona and escaped animals bringing Berlin to a standstill, while footage also showed people in New York.
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.” A couple were shown on a balcony removing their clothing as they rushed towards each other.
Scenes were shown of people dressed in gas masks and protective clothing pulling semi-naked couples apart on the streets, while sirens could be heard in the background.
“The EU are warning men and women stay inside, lock your doors. Avoid all contact with the opposite sex and do not buy new Lynx Attract” as an EU spokesman was seen kissing a female reporter.
But ten viewers complained that it was not clear that it was an ad 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, Lynx owner Unilever said it used a “fantastical and humorous tone”.
The Advertising Standards Authority considered that, given the way the material was presented, the ad was unlikely to cause serious offence, and ruled it was free to continue unchanged.
