Complaint: 17/397

Digital Marketing, Television

Details

Complainants
advertisers
Pizza Hut
Year
2017
Media
Television
Product
Food and Beverage
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/397
COMPLAINANT
J. Reese
ADVERTISER
Pizza Hut
ADVERTISEMENT
Digital Marketing, Television
DATE OF MEETING
31 October 2017
OUTCOME
No Grounds to Proceed


Advertisement:
The advertisement for Pizza Hutt's Super Supreme pizza which appeared
on television and YouTube showed a woman kneading pizza dough and included close ups
of the various toppings. The end of the advertisement showed a sped-up scene with three
people all kneading the dough mimicking a scene from Ghost where two characters turn
pottery.

The Chair ruled there were no grounds for the complaint to proceed.

Complainant,
J Reese, said: "I've been trying to find the appropriate code to put against my
complaint but am not seeing anything about inappropriate sexual content in a food ad to link
it to.

The Super Supreme Pizza Hut ad screened on Bravo TV at approximately 6.45pm on 24th
October 2017. I have also included a link in the original email I sent below to Pizza Hut.

The ad finishes with three people grouped (groped might be a better word) around each
other in a sexual manner - I'm not sure what movie Pizza Hutt is referring to in their
response to me, but I suspect it may have had a "R" rating or at the very least had a parental
guidance warning due to sexual content.

I find this ad to be offensive and unnecessary, if as Pizza Hutt say, their focus is on the
dough, I'm pretty sure they could have depicted this standing beside each other rather than
the this pile-up of people."

The relevant provisions were Code of Ethics - Basic Principle 4, Rule 4, Rule 5.

The Chair noted the complainant's concern the scene in the advertisement which showed
three people kneading pizza dough was sexually suggestive and offensive.

The Chair said the advertisement used lighthearted humour by parodying a scene from the
film Ghost, but replacing the actors with three fully clothed Pizza Hutt employees. She
acknowledged the Complainant's concerns, but she said there was nothing inappropriately
sexual about the scene. The Chair also noted the scene subject to complaint used a fast
forward effect and as such, was very fleeting. She said when considered in the context of
the advertisement as a whole, the depiction was clearly hyperbolic and noting the intended
humour, was unlikely to cause serious or widespread offence to most people.




17/397
The Chairman said the advertisement had been prepared with a due sense of social
responsibility required under Basic Principle 4 and was not in breach of Rule 4 or 5 of the
Code of Ethics.

Accoridngly, the Chair ruled the complaint had no grounds to proceed.


Chair's Ruling: Complaint No Grounds to Proceed




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