Ad watchdog bans L’Oreal Fructis ad because the tagline F ‘n’ L sounds like swearing
L’Oréal has been forced to pull an ad for its Fructis Full and Luscious’ product because its tagline ‘F ‘n’ L’ sounds too much like someone saying ‘Effin hell’.
The campaign, created by Publicis Mojo, features a woman walking through an office environment with her hair billowing and creating a windstorm in her wake. At the end of the ad a colleague exclaims “F ‘n’ L!” while a voiceover says “Introducing new Garnier Fructis Full and Luscious”.
Complaints to the Ad Standards Board against the ad argue the ‘F ‘n’ L’ abbreviation implies “bad language” with one complainant saying: “It is obviously intended to sound like a swear word and I do not want my young children to overhear the ad and repeat it.”
L’Oréal defended the ad saying it was intended “to convey a sense of energy, youthful irreverence and fun” but not be “inappropriate, offensive or lack sensitivity,” the company told the Ad Standards Board.
The brand said the use of the abbreviation was to express shock at the improved look of someone’s hair after using the product, arguing in the Australian vernacular ‘Effin’ hell’ is an “innocuous expression”.
“The use of F’n’L is clearly a play on words, such as WTF or LMFAO – it is unequivocally distinguishable from the ‘f’ word and is used in a light hearted, humorous way in line with the overall context of the Advertisement and its purpose as stated above,” L’Oréal said.
The company added they planned to continue to use the ad until mid-July and potentially later in the year.
In considering the ad, the ASB board noted most members of the community would find the phrase “effing hell” to be a reference to “fucking hell” – language it said should not be used around children – and upheld the complaint.
In response to the ruling L’Oréal said it would no longer use the PG-rated ads.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Oh, the company knew what they were doing… Quite frankly, I think it’s effective, but obviously not too suitable for everyone I guess.
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Seems a ridiculously conservative decision. ASB becoming more gunshy of late it would seem.
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Given some of the more outrageously exploitative work in this category all I can say is effenell.
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Wow. I ran an agency called Foster Nunn Loveder, more commonly known as FNL, and got away with it for 23 years!
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Sorry dudes the world isn’t full of us wanky ad people, there are kids out there!
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But then the Handee Ultra “Sheet” ads are ok? Or maybe sh*t isn’t a swear word anymore..
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As local brand guardians of Garnier Fructis. the agency and brand managers alike, should know that respect is one of the key core brand values. The ad wasn’t clever – and it wasn’t created for any other brand in the category – it was created for one of L’Oreal’s major brand franchises. But don’t be despondent any pr is better than no pr they say. Localisation of Global goes awry. .
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I cannot believe this decision. Fucken hell.
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So that Handee ‘This is good sheet’ ad is likely to face a ban too?
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The use of the tag line at the end isn’t the worst thing about that ad so I think the ASB might have done them a favour.
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Could we nanny this country any more????
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F**k the ASB!
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