Complaint American Beauty bacon disrespect slaughtered pigs dismissed
The ad watchdog has dismissed complaints a Primo Smallgoods bacon advert pastiching a scene from film American Beauty showed the food product in a sexual manner and paid no respect to pigs that were “sent to slaughter and died to produce the meat”.
Created by Ogilvy Sydney, the spot adapts the scene in Sam Mendes’ film where Mina Suvari is showered with rose petals while lying naked, with bacon replacing rose petals, and a man replacing Suvari. It ends with a woman’s voice interrupting the tranquil music and drags him back to earth where he is enjoying a bacon sandwich.
https://www.youtube.com/watch?v=H7KiVXhHKkI
A complaint to the Advertising Standards Board (ASB) read: “Disgusting, its offence [sic], it’s weird, it makes me feel uncomfortable and it’s a waste of food” while another argued it was disrespectful to the pigs, “I found that this was an offensive waste of meat to make an advertisement. I also found the content disgusting and vulgar. It also pays no respect to the pigs that were sent to slaughter and died to produce the meat for this advertisement.”
Another complaint read: “It’s gross, Children could see it, the ad is offensive on many levels, it shows a a food product in sexual manner, it is inappropriate for the items being sold, the timing it during a family friendly show, the whole ad.”
Primo Bacon defended the spot, telling the ad watchdog it is important to note that the scene is “not based on reality”.
“It is a fantasy like snapshot of a daydream of our hero (Steve – a fictional character) as he gets lost in a moment instigated by the smell and taste of the bacon sandwich that we learn that he’s eating at the end of the ad. This scene is fantasy and dreamlike environment only, created solely as a visual reference to demonstrate our hero and our audience’s love of bacon.
“This is created for advertising purposes only, and nowhere do we suggest that this scene should be recreated at home, nor do we suggest that this is based on any kind of actual reality. This is further enhanced when we hear the wife say, “Steve, Steve”, which along with his facial reaction confirms that he has been daydreaming – not in an actual or real environment elsewhere.”
They added: “We feel that the way the bacon floats down the screen as the ad opens is treated beautifully, and the frames where the man is lying in the bacon plucking pieces from the air as humorous and light-hearted.”
The advertiser also drew attention to the brand gaining approval “of any necessary third parties prior to going to air to mitigate risk of offence”.
They said: “CAD awarded both the 30” and 15” edits a W rating meaning that we are not permitted to air either TVC during time when children are likely to be viewing. We, and our Agencies, are familiar with this rating and aware that the TVC is not to be broadcast in times specific to either PG or G commercial activity.”
Primo Smallgoods also addressed complainants’ concerns the production of the commercial wasted food.
“There is no violence evident in the TVC nor was there any violence conducted during the production of the TVC. Primo Smallgoods sells bacon and as such this is featured within the TVC – however modern production methods enabled us to duplicate a considerable proportion of the bacon visible in the TVC to avoid any unnecessary food wastage.”
They also argued there was no explicit evidence of nudity, with “neither the full torso or the thighs” exposed.
“Essentially we feel that this is more perceived nudity than anything else, and suggestive that the man is nude in the bacon, when in actual fact he is not,” they told the ASB.
The board ultimately dismissed the complaints, noting that the ad had been “filmed in the style of a scene in the movie, American Beauty, and considered that it is made clear that the bacon sequence is a fantasy scenario”.
It also noted “that the man does appear to be naked when lying in the bacon but considered that his private areas are well covered” adding “although the man is clearly supposed to be naked he is not presented in a sexual manner and his poses are intended to reflect his love of bacon as a food product he consumes and the presentation is humorous”.
The board also noted “the complainants’ concerns about animal welfare issues surrounding the production of bacon and considered that this is not an issue which falls under the Code in this instance as the advertisement does not depict the farming methods used in their product and the Board can only consider the actual content of the advertisement when making its determination”.
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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True. Children might see it, but they would be unlikely to have seen and interpreted American Beauty (a dreary pic in my opinion) in order to reference the alleged sexual angle.
Disrespectful to pigs? There are few things less respectful to pigs than bacon, but I think the little smiling pigs seen on many a small goods packet, and the happy little pigs in straw hats and striped aprons advertising Pork, are perhaps more disrespectful if you care to think about it, but then again, what is there to think about when a guy is about to attack a BLT or a bacon sanger?
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I strongly doubt that there was any real bacon used in that fantasy sequence anyway (except for the bit in the guy’s mouth), so it wouldn’t have been a “waste” of bacon, let alone disrespectful, anyway. It must be great fun to deal with these kind if looney complaints at the ASB, really it must.
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