Wednesday, February 8, 2012

ASA okays furry fandom SIMS ad for UK

"Are you an animal person? Well, not like me cos most people are made up entirely of person. And if you're a person person, then you'd be missing out on the duality of life. With the Sims 3 Pets you can have a pet or be a pet. You can play both ways. So, go on, experiment. Chase some tail. Play with life".
According to BoingBoing, Britain's Advertising Standards Authority (who always make for good blog) received a complaint about the sexualized nature of this ad, featuring both people and animals (as well as people as animals):



From the ASA site:

"A TV ad, for a console game, included an animated character that had a human body and a dog's head. It stated "Are you an animal person? Well, not like me cos most people are made up entirely of person. And if you're a person person, then you'd be missing out on the duality of life. With the Sims 3 Pets you can have a pet or be a pet. You can play both ways. So, go on, experiment. Chase some tail. Play with life". The ad also included animated scenes of a man playing a guitar surrounded by animals and other people. He was also shown in a bath and then appeared about to kiss a woman on a bed."

Issue

1. Some of the complainants challenged whether the ad, in particular the scene with the couple on a bed, was likely to cause serious or widespread offence.

2. Most of the complainants challenged whether the ad, in particular the scene with the couple on a bed, was suitable to be broadcast when children might be watching.

...


Assessment

1. Not upheld

The ASA considered the presentation of the ad was such that it was clear that it was for a videogame and that the scenarios shown were not a reflection of real life. We acknowledged some viewers might find the content of the ad, in particular the scene of the couple on the bed, distasteful but considered most viewers were likely to interpret it as being light hearted and mildly suggestive, rather than as being overtly sexual. We therefore concluded that it was not likely to cause serious or widespread offence.

On this point, we investigated the ad under BCAP Code rule 4.2 (Harm and offence) but did not find it in breach.

2. Not upheld

We considered the scene of the couple on the bed was mildly suggestive but noted it was brief and that although they appeared about to kiss, kissing did not take place. We considered the ad did not include anything that was likely to cause harm or distress to children or was otherwise unsuitable for them. We therefore concluded that the ad did not breach the Code.

On this point, we investigated the ad under BCAP Code rule 32.3 (Scheduling of television and radio advertisements) but did not find it in breach."

So go ahead, Britons! Get your yiff on...

No comments:

Post a Comment

Post a Comment