‘This is hate, pure and simple’: Muslim pork ad pulled from awards
The Drum has removed a finalist from its Chip Shop Awards after it was called out for using the tagline: “Make a Muslim eat pork”.
The full poster said “Make a Muslim eat pork” with an image of a skerrick of meat remaining on a plate. The brand tagline “Or start using Finish” was in smaller text at the bottom of the poster.
The creative appeared to be advertising Finish dishwasher tablets, but Finish and its parent company Reckitt were not involved in the creative. Instead, it was communications students who had submitted the creative into the category Best Idea (Rejected by a Client).
The idea of the Chip Shop Awards, according to The Drum, is to celebrate “raw, unfiltered creativity”.
“The Chip Shop Awards have long been a notorious fixture in the creative industry, celebrating ideas with no limits, no briefs and no fear of going too far,” its awards material says.
Zed Anwar, however, said the work should not be celebrated.
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“This isn’t clever. This isn’t provocative creativity. This is hate, pure and simple, taking my faith and my identity and reducing them to the punchline of a joke. It dehumanises Muslims everywhere,” the London-based creative art director said on LinkedIn.
“And the most disturbing part? This was not only entered but shortlisted. It’s been celebrated. Laughed at. Applauded. By respected figures in our industry from agencies like Ogilvy, Grey, McCann, Leo Burnett, We Are Social. Even by the Dean of the School of Communication Arts.”
Anwar said he was removing his own submissions from contention.
The ad submitted by advertising students, with one line allegedly cropped out (Linkedin)
“To The Drum and to every judge who thought this entry was acceptable: shame on you. You’ve told me loud and clear that my identity is a joke to you. My faith is disposable to you. My existence is less valuable to yours,” he said.
“I will not legitimise hate by standing on the same stage as it. I will not celebrate creativity that tramples on humanity. I have always said this, I care more about dignity and humanity than any award. My campaigning for the people of Gaza is proof of that.”
Initially, The Drum issued a short statement to say it had removed the offending ad from the shortlist.
“The concept was not intended to give the impression that anyone should be forced to eat food against their beliefs. It was about respecting dietary choices and religious practices by ensuring dishes are properly clean,” it said.
Days later, however, founder and editor-in-chief of The Drum, Gordon Young, has issued a more lengthy response.
He said he had spoken to Anwar and while they “don’t agree on everything” they do agree “it’s always better to talk than shout”.
In the statement, Young attempted to provide further context.
The Drum’s Gordon Young said responsibility lies with him
“There is some mitigation: what circulated on Linkedin was not what was published on the Chip Shop Awards site. The images were cropped, removing the crucial line that explained the concept was about avoiding food residue. The ad was intended to make the opposite point to the one suggested online – to respect people’s dietary and religious requirements by ensuring they’re not accidentally served food they cannot eat. When judged, it sat alongside a vegan ad, which helped underline that context,” he said.
He said responsibility ultimately lay with him.
“I also want to be clear: this is all on me. It was my idea to bring the Chip Shops back, because I believe the industry needs a space for unfiltered, boundary-pushing creativity. And it was ultimately me who signed off the entries that went onto the site,” he said.
“I didn’t anticipate how offensive it would feel to many, and I take responsibility for that misjudgment. We’ve listened, the work has been withdrawn, and there are lessons we must learn,” he added.
Young also asked people not to direct their anger at The Drum team, who he said are hardworking, passionate people.
He also apologised to the brand for getting it caught up in the furore.
“And just as importantly — please don’t direct anger at the brands referenced in Chip Shop work. In this case, Finish and Reckitt had absolutely nothing to do with the entry. They are innocent bystanders who’ve been dragged into a row they didn’t ask for. For that, I want to offer a special apology to them for the difficulties and reputational issues this has caused,” he said.
The debate continues in the comments on Linkedin.
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