It’s okay to get pork on your fork, rules ASB
Australian Pork’s innuendo-laden “pork on your fork” campaign has been cleared by the Ad Standards Board over a radio advertisement using the line “I porked him”.
A version of the campaign – created by shortly to be disbanded STW agency The Brand Shop – also ran as a TV ad.
One complaint to the ASB (which appeared to be regarding the TV rather than radio ad) said: “It is blatent sexual innuendo that is poorly veiled and shown in general view time slots. I find it offensive. I have the ability to chose what programs to watch according to their classification however I am not given a choice of the content of ads placed during program breaks.”
Australian Pork argued:
“Depending on the individual viewer, this dialogue between the performers can carry significantly disparate inferred meanings. The first, and most significant meaning of the phrase “pork him”, refers to the simple process of serving a pork dish to a family member. The second alternative meaning carries with it a double entendre – typical everyday Aussie humour. This secondary meaning is designed to entertain through a subtle comic undertone, while generating a heightened awareness of the product.
The ASB ruled: “The Board noted that whilst some members of the community may find the double entendre of the term ‘porked’ to be inappropriate, the Board considered that it was mild and unlikely to be understood by most children.”
The campaign launched early last year.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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