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Dublin: -3°C Tuesday 18 January 2022

Here's why people thought this ad for smoked ham was 'offensive and disrespectful'

The ASAI published its latest complaints today.

The offending Denny ad
The offending Denny ad
Image: YouTube

A DENNY HAM ad that promised some Deep South-inspired flavours has been banned after falling foul of Ireland’s advertising watchdog.

The Advertising Standards Authority of Ireland (ASAI) received complaints about a TV commercial for Denny Fire and Smoke ham, a product its maker said was inspired by true American pit masters to craft fire and smoke”.

Several viewers took exception with part of the commercial which, in a southern drawl, pledged the porcine product would: “Get your taste buds happier than a tornado in a trailer park.”

According to the ASAI, the complainants thought the tornado reference was “offensive, disrespectful and in bad taste” given the damage, injuries and general carnage the natural disasters could cause.

One man added he had been “caught up in a tornado once in his life and it had been a frightening experience”, the watchdog also said.

In a response, Denny said it merely used the line to “dramatise the exciting flavour” from the southern-style cooking methods and it hadn’t meant to cause offence.

The advertiser added the commercial had only aired in Ireland where “tornados and such extreme weather were unlikely”.

But the ASAI upheld the complaint and banned the ad from being run in the same form. Its complaints committee declared the context in which the natural disaster was presented was “unacceptable”.

The committee considered that while the advertisers may not have intentionally caused offence with their advertising, it was unacceptable to make light of natural disasters in marketing communications,” it said.

Source: Fire and Smoke/YouTube

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About the author:

Peter Bodkin  / Editor, Fora

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