Doctor orders elderly couple to ‘pork more often’ in Australia Pork campaign
An elderly couple in the doctors waiting room have been told to “pork more often” following a regular check up in a campaign for Australia Pork.
Created by Noble Brands Worldwide the campaign, which was designed to spark controversy, is an extension of the brand’s “pork” ads using the word “pork” as an innuendo.
The 30 second ad features an elderly man waiting for his wife in the doctors office. When she comes out she says to her husband “the doctors said we should pork more often”.
Peter Haydon, general manager of marketing at Australian Pork, said the complaints to the Ad Standards Board were expected and they have been dismissed as predicted.
“In recent times, the focus of Pork’s marketing and communication efforts has been on promoting the health and versatility of Pork which has been working extremely well for the brand.
“This new ad gets us back into some core brand work which has been much loved by consumers throughout the nine years it’s been running.”
Monty Noble, ECD at Noble Brands Worldwide said the controversy surrounding the ads were picked up by News Limited and 2GB.
“[2GB’s Ray Hadley] brought up this latest Pork ad as an example of an ad that may be banned if the code continues to expand down the path it’s currently taking. While I don’t really see that
happening (as the Pork campaign is just a bit of tongue-in-cheek fun and wouldn’t be impacted by the new by-laws anyway) it is a shame to think that we are constantly adding to the restrictions around Australian ads – given how easy-going we are as a nation.
“Perhaps we, as an industry, should be pushing back a bit harder ourselves rather than wait for media outlets to do it for us.”
The tagline used at the conclusion of the ad is ‘get some pork on your fork’.
Credits:
- Client: Australian Pork Limited
- General Manager of Marketing: Peter Haydon
- Senior Brand Manager: Eunbi Lee
- Marketing and Communication Manager: Mitch Edwards
- Assistant Brand Manager: Melissa Johnson
- Agency: Noble Brands Worldwide
- Managing Director: Chris Pinnegar
- Creative Team: Monty Noble, Greg Alder, Colin Sevitt
- Production Manager: Andrew Baber
- Production Company: Walter Ink
- Director: Luke Shanahan (A Longshot Films)
- Producer: Kim Kirby
- DOP: Daniel Ardilley
- Post Production: The Editors
- Editor: Stuart Morley
- Sound: Brad Grisaffe at Audiobrien
- Media: Slingshot
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This campaign is such a disappointment. It’s not the double entendre that’s the issue. It’s the ridiculous and hackneyed premise: ‘Old people are dumb dumbs’. The puerility is so startling – I am guessing the copywriters are in Year 10. How’s that for a bit of age bias?
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Agreed. The copy and photography for the PorkStars print ads are just as clunky. Example: a recent full page ad in Gourmet Traveller. “For these fun-loving chefs, the kitchen is their playground and Australian Pork is their favourite toy” – accompanied by a gormless photo of 10 chefs standing in a kids playground squinting into the sun.
*Cringe*
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“‘Old people are dumb dumbs” is not the premise, dumb dumb.
The premise is “Old people still love to root”.
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@qt3.14
who’s the dumb dumb??
What do you think I meant by ‘double entendre’ (i.e. my reference to the lame ‘root’ joke (what you reverently call ‘premise’).
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@qt3.14
Read @cliches comment again. Do you know what ‘Double Entendre’ means? Pork means root, they get it and reference it!
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Ah… the old “Benny Hill #23”.
But hang on a minute… wasn’t BH#23 just on air, like, a minute ago?
https://www.coloribus.com/adsarchive/tv-commercials/iselect-deaf-man-21600310/
FYI: You only get to use BH#23 once in your career, and then you’re done. So… Monty, Greg & Colin: consider this your Yellow Card.
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Are you living in 1980?
Pork as a double entendre is no longer risky or controversial.
However, your patronising offensive portrayal of old people is sad and destructive.
Wish advertisers knew the harm they can do.
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I have never known a doctor to recommend eating meat? ‘Roughage’ perhaps. Strange ad?
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