“It’s Just Disgusting”: Grill’d Ad By The Monkeys Cops Backlash After Breaking AANA Code Of Conduct

“It’s Just Disgusting”: Grill’d Ad By The Monkeys Cops Backlash After Breaking AANA Code Of Conduct
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



The Ad Standards board has ruled that an ad from a recent Grill’d campaign, created by The Monkeys, has broken the AANA’s code of conduct.

According to the board, the ad breached the AANA code of ethics.

In the ad, a clown – who is seemingly designed to look like Ronald McDonald – corners two children in an alley, and then opens his trench coats to reveal toys.

Specifically, the board said, “the majority of the Panel considered that the opening scene of the advertisement, where the children were cornered in the alley and the clown opens his trench coat, was menacing and suggestive of sexualised violence.”

“The Panel considered that even though the moment was resolved as being the clown showing the children toys in his coat, the suggestion of sexual violence at the start of the advertisement was extremely inappropriate in an advertisement for burgers.”

They also said that “most members of the community” would consider the suggestion of sexualised violence aimed at children is inappropriate, even if resolved”.

Ultimately, “the Panel considered that the scenes would shock and upset viewers and did not treat the issue of sexuality with sensitivity to the relevant audience.”

The ad was given a PG rating, meaning it could be shown at any time of the day.

A later scene in the ad, where the clown’s pants fall down but his crotch is covered by a Grill’d flag, “further adds to the inappropriate sexual nature of the advertisement.”

According to the board, Grill’d will modify the ad.

Some backlash to the ad, which is included in the report, contained comments like: “It’s just disgusting. Depicting any character in such a despicable way is disgusting! Where are the standard?”

Another said, “the advertisement is displayed during a normal documentary show Mysteries of the Missing which is educational and appeals to curious children”.

“Displaying an advertisement that makes fun of a Ronald McDonald type person in a trench coat creeping up to two children who are alone in an alley is extremely inappropriate for children to view and encourages them to minimise the danger of sexual assault and pedophilia by unknown adults.”

The incident – and Grill’d ads themselves – have also received some traction on Twitter.

B&T has contacted The Monkeys for comment.

Please login with linkedin to comment

AANA ad backlash ad standards board Grill'd The Monkeys

Latest News

CRA Chief Ford Ennals Announces Refresher For Radio Company
  • Media

CRA Chief Ford Ennals Announces Refresher For Radio Company

CRA chief executive officer Ford Ennals (pictured) announced today a renewed strategic direction for the peak radio industry body, with a greater emphasis on the digital audio market along with supporting its members to grow commercial radio advertising revenue. “We are experiencing strong growth in digital audio so it’s timely for CRA to have a […]

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success
  • Campaigns

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success

Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement
  • Opinion

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement

In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]

Opinion

by B&T Magazine

B&T Magazine
SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin
  • Marketing

SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin

Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ
  • Marketing

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ

Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]

Claxon Bags CarExpert Partnership For Creative And Media
  • Marketing

Claxon Bags CarExpert Partnership For Creative And Media

Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]