Mark Bouris Yellow Brick Road ad to face watchdog ruling on super slapping

Yellow Brick Road Slap ad

The Ad Standards Board is investigating a number of complaints about an ad for Mark Bouris’ financial services company Yellow Brick Road which features people being slapped.

Bouris, who fronts The Celebrity Apprentice on Nine, features in the ad which urges “Give someone a super slap”.

The ad has triggered between 10 and 20 complaints to the ASB from people who fear it could trigger copycat behaviour. The ASB has told Mumbrella it will rule on the ad within a fortnight.

The ad – created by DCB Advertising – begins with a baby slapping his mother while Bouris looks on, and ends with an older woman slapping a young man in the face.

In the ad, Bouris explains to the camera that Australia needs a “wake up call” when it comes to superannuation.

The Ad Standard Board told Mumbrella: “The complaints we’ve received have all been in relation to the nature of the slapping in the ads. The Yellow Brick Road superannuation ads are currently on the agenda. The board will review it and it will be resolved in a fortnight.”

A series of ads in the UK for soft drink Tango in the early 90s featured a man being slapped in the face with the message “You know when you’ve been Tango’d”.

The Tango ad was withdrawn after being blamed for an epidemic of face-slapping in school playgrounds.


Brad Seymour, head of marketing for YBR, said the company had received some complaints about the ad. He said the complaints meant the company would review the content of the ad if the decision to air it again later this year was made.

“There has been a mixed response,” he said. “While there have been a handful of  complaints about the ad, the majority of people have congratulated us for taking a bold position on superannuation.

“We wanted to create a conversation, and we feel we’ve achieved that goal. The ad was coming to the end of a short three-week campaign and we will probably wrap it up in the next two or three days.

“If we decide to air it again, we will review the content and perhaps remove the slap.”



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.