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Article: ASA bans MFI ad showing wife hitting hubby in toilet-seat row.(Advertising Standards Authority)(Broadcast Advertising Clearance Centre)(Brief article)
- Article from:
- Marketing Week
- Article date:
- September 27, 2007
CopyrightCOPYRIGHT 2007 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Retailer MFI has been rapped by the advertising regulator for depicting violent arguments in its advertising campaign as a normal part of domestic life.
The ads, created by M&C Saatchi, broke this summer and aimed to show families acting out "typical" at-home situations inside MFI.
But the Advertising Standards Authority (ASA) has banned an ad showing a woman in a bathroom who notices the toilet seat being left up and shouting at her husband to come into the bathroom and then slapping him on the cheek while shouting "I keep telling you to keep the seat down! I'll spell it for you to make it easy for you D-O-W-N. Down..." and then she slaps him ...