Magnum’s ‘Pleasure Seekers’ Ad Receives Pecker-Shaped Complaint

Magnum’s ‘Pleasure Seekers’ Ad Receives Pecker-Shaped Complaint

A complaint about an outdoor advertising for Magnum’s Chocolate Toffee by Manu ice-cream has been dismissed by the Advertising Standards Board (ASB); the complaint was that ‘Magnum for Pleasure Seekers’ was all about (and this is a direct quote) “the sensuous pleasure of Manu Fieldel’s penis”.

The complaint was over outdoor advertising, including a number of billboards and buses, with Feildel and the copy: “New chocolate toffee by Manu Feildel. Magnum for pleasure seekers”.

7178-Magnum-Manu---Website-elements-HERO874-1114470

The complainer saw something a little different to an ice-cream: “I feel like the advertiser is trying to suggest that the ice cream is Manu’s penis and that women who buy the ice cream are indulging in the sensuous pleasure of Manu Fieldel’s penis.”

In response a representative from Unilever Australasia said “The Magnum product has a bite taken out. Consumers will understand that the statement refers to the pleasure of eating a Magnum which is an indulgent ice-cream.”

The ASB sided with Unilever saying it “noted the complainant’s concerns that the advertisement suggests that the Magnum ice cream depicted, and the text, “Pleasure Seekers” are references to Manu Feildel’s penis.

“The Board noted that the advertisement is promoting the new chocolate toffee flavoured Magnum and considered that the Magnum ice cream depicted is clearly intended to be representative of the product and not of any part of Manu Feildel.

“The Board considered overall that the complainant’s interpretation of the sexualised nature of the advertisement is an interpretation that is unlikely to be shared by the broader community.”




Please login with linkedin to comment

INDEPTH Magnum ice-cream Manu Feildel sprite

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]