Not F***ing Cool BCF: Ad Standards Dismisses Swearing Complaints

Not F***ing Cool BCF: Ad Standards Dismisses Swearing Complaints
SHARE
THIS



The advertising standards board (ASB) has recieved several complaints about a TVC for boating, camping, fishing company BCF.

The campaign which was a collaboration between Clemenger BBDO Brisbane and Melbourne,  aired during the Grand Finals with a hard-to-get-out-of-your-head song that captures the fun of Boating, Camping and Fishing.

Check out the campaign below:

A sample of comments which the complainant/s made regarding this advertisement included the following:

  • The play on words is inferring language that is totally unnecessary to be broadcast into homes at any time particularly when children are viewing. I and my family and friends do not use this type of language in our normal day to day living and do not wish to be subjected to it on television either. Lift the standards instead of contributing to the constant degeneration of our society.
  • The ad specifically refers to boating, camping and fishing and uses the words ‘F…..ing’ on a number of times. This ad was in a time when children would be watching, and should not be on air.
  • I do not believe my family should be exposed to this word play, especially my children who would be likely to repeat the jingle.
  • The language used in the ad is offensive.
  • No need for the F word on TV especially during prime time
  • The not so subtle substituting of this word for the f word is simply not acceptable. This is totally offensive to me and my family.

In response to the complaint, a representative said: “The strategic position of the advertisement is intended, given the nature of the business, to broaden the appeal of boating, camping and fishing as a way for anyone to escape the humdrum of the working week. The specific execution through a jingle assists to create an infectious sense of joy for the outdoors and drive cut through by repeating the brand name BCF 5 times in 30 seconds.

“The complaint refers to the meaning of ‘BCFing’ in the jingle, suggesting that the ‘F’ denotes offensive language (Section 2.5 of the AANA Advertiser Code of Ethics). This is not correct as the letters BCF have a direct translation to Boating, Camping and Fishing which is our core business and brand name. In the jingle, the lyrics “BCFing Fun” directly translates to “Boating, Camping, Fishing fun” which drives our strategy to highlight the joy associated with outdoor leisure past times”.

The Board agreed- the tone of the jingle is light rather than aggressive and there is a clear link between the brand name, the brand abbreviation and the lyrics of the jingle.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine