MyPlates switches focus to ‘success of man proofing’ in latest phase of TV campaign

Personalised number plate firm MyPlates has kicked the off the latest phase of its controversial TV campaign with chief executive Daryl Head braced for more complaints from the public.

The two initial ads, which depicted a man breaking wind and another picking his nose, generated more than 350 complaints although all are believed to have been dismissed by the Advertising Standards Bureau (ASB).

The latest trio of ads show a woman being interviewed, another taking delivery of her number plates to the disappointment of her partner while the third shows a teenager recoiling at the thought of driving his mum’s car.

Head said the new ads, which had been shot before the controversy of the first two commercials, are “clean humour”.

“They take on a different flavour. The first two ads were setting up the story and the three news ones are about the success of man proofing. They’re about what happens if you do man proof your car,” he said. “They may not be as confrontational but it will be interesting to see if we get people crying foul about sexism.”

The ads will air throughout August with another round of ads set to screen in October.

“Those ads will be targeted at fellas,” Head said. “We try to do three or four big campaigns a year so we’ll be in your face a bit.”

Steve Jones




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