Kayo’s footy campaign breached Ad Standards’ rules about violence and safety
Kayo’s winter sports marketing push caught the attention of Ad Standards, after complaints made to the industry watchdog claimed the ads displayed dangerous behaviour, violence and vandalism.
The ‘Nowhere is safe from footy’ campaign consisted of two spots, the first of which saw AFL player Sam Walsh take a mark off the back of Dion Prestia and land in a crate of lettuces at a supermarket, and the second showing NRL player Alex Glenn tackling Luke Keary through the glass panelling of a bus shelter.
Three cases were made against the campaign, as the spots appeared across social media, free-to-air TV and on demand.
Would really like mumbrella to take a stronger stand against rubbish like this. They were good ads. Constantly we see articles saying that people and brands need to be willing to be creative and then a good idea like this gets shutdown by the wet blanket regulators and people with nothing better to do than complain about someone falling into a pile of lettuce.
It is not violence, violence has intention. The dictionary definition is: “behavior involving physical force intended to hurt, damage, or kill someone or something.”
Intended. Key word. Nobody was intending to hurt anyone, just because someone could have gotten hurt does not make it violence.
Mumbrella please stick up for good creative, this is a joke ruling and should be called out as such. Sure its not exactly high brow creative, but its good nevertheless.
And if the AANA don’t know how to use a dictionary are they really worth the media levy?
Crazy to think something so innocuous could be in breach of community standards.
this is why we only see montage ads and manifestos on tv now. bunch of whingers with nothing better to do, and an over zealous regulator.
I thought the ads were funny. Maybe I am just prone to violence and food waste…
everything that ‘seriously’ said abover is spot on
Such a rubbish call. Shame on Ad Standards. It’s called creative license FFS. Thankfully the ads have run their course.
“Does the woman sitting quietly, not reacting, give the message that women should accept whatever men care to dish out to them, including violence?”
Unbelievable.
This has to be a joke right? People are seriously complaining about this and it is taken seriously!?!?
The Ad standards board should be ashamed that this was even discussed. What an irrelevant organisation.