Budget Direct hit with breach for ‘violent’ pool cleaner ad: ‘This is too intense and graphic’
Budget Direct has discontinued the 45 second version of its TVC after a scene depicting a pool cleaner attacking a family was found in breach of Ad Standards for violence.
The spot, which was created by 303 MullenLowe, sees the pool cleaner come to life after being struck by a bolt of lightening, causing chaos and destruction, before Budget Direct characters Sarge and Jacs step in to save the family and their home.
It was one of three major campaigns that the Ad Standards Community Panel found in breach over January, with commercials from Domino’s Pizza and Volkswagen also under fire for campaigns that contradicted Health and Safety and Unsafe driving guidelines respectively.
The complaints surrounding Budget Direct’s campaign referred to both the Ethics Code’s guidelines on Violence and the Advertising to Children Code’s guidelines around Frightening Images. These complaints cited the level of terror and violence incited by the spot as being excessive.
“I have 2 children aged 6 and 7 who are both now scared of this add. I don’t think it’s appropriate to be on during the day,” said one complainant.
Another said: “It is the timing of the advert when children are around, and the level of terror/destruction being portrayed in the advert. I can understand that the advertiser is trying to grab attention, but this is too intense and graphic. Completely inappropriate for children. If it was in a show/movie, it wouldn’t be ‘G’ rated so how come it can be airer when they are vulnerable.”
In responding to the complaints, Budget Direct argued that the TVC depicted a “fantastical” and “comical” scenario that was consistent with other ads in the Insurance Detectives series.
“These cinematic themes are heightened by the over-the-top and stylised visuals, music and sound effects. We also note that no person is depicted as being harmed or in pain, and there is no blood or gore depicted.”
The advertiser also outlines that the ad was pre-approved by ClearAds, and was classified “G” for General audiences.
The Community Panel found that the ad did not target viewers under 15, ruling that the Advertising to Children Code did not apply. However, it did uphold complaints regarding violence, noting the heightened “tension” and “malice” of the spot, and concluding that such a scene depicting a family being attacked was “not justifiable in the promotion of an insurance service”.
Budget Direct said that it “respectfully disagreed” with the Panel’s decision regarding the Code of Ethics, but abided by the ruling, discontinue the full 45 second version of the spot.
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Not to mention it is mean spirited to a harmless pool cleaner too.
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Surprised that Marella never notices or mentions juxtaposition between Budget Direct creative & newly / soon to be released film.
This is a take on Dune sandworm but perhaps avoiding saying so due to copyright. It even played right before the film, which is where I always see these ads.
The same with “Budget Direct – A Molten Mystery” in late 2018 which ran across multiple superhero film releases like Venom, X-Men Dark Phoenix, Avengers Endgame… and is closely modelled off “The Avengers 2012 Battle of New York” and similar scenes.
IMO, 303 have done a great job at consistently tapping into the cultural zeitgeist of their target audience by presenting an ad that’s thematically in line with current trending content (at least in TV and Cinema)
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