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96 complaints over Crunchy Nut Cornflake ad

Posted by: Creativematch Graduate Recruitment

Date added: Thu 14 Sep 2006

The Kellog's advert which shows Crunchy Nut Cornflake lovers rushing home to experience the 'ludicrously tasty cereal' - have (ludicrously!) received 96 complaints from animal lovers

A TV ad for Kellogg's Crunchy Nut Cornflakes which showed a computer-generated graphic of a man riding a dog in order to get home to pour himself a bowl of the cereal has been hounded by complaints.

Ninety-six viewers were concerned that the ad portrayed cruelty to animals and gave the potentially harmful impression to the public that it was acceptable and safe to ride large dogs such as the Irish Wolfhound shown in the ad. They said this would cause permanent damage to the dogs spine and unnecessary suffering to the dog.

Viewers were concerned about the likelihood that other viewers generally would try to copy the action shown, particularly children.

The Advertising Standards Agency (ASA), the industry watchdog, did not agree and the complaints were not upheld.

The ASA considered the surreal nature of the ad was established from the outset and continued throughout the ad and that the computer-generated appearance of the scene in which the man was shown riding the dog would be apparent to most viewers and said the ad was unlikely to be seen by most viewers as a gratuitous or realistic portrayal of cruel treatment of an animal that the ad did not encourage or condone such cruelty and that, as a result, it would not cause serious or widespread offence.

For more information visit the ASA website


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