The ad with a cartoon character showing kids burgers name
The Grill’d burger chain broke advertising standards for violence and sexuality in an ad in which a cartoon character depicts children.
The Grill’d VS Plastic Toys clip has a version of McDonald’s Ronald McDonald opening his coat to two children in a dark alley.
Advertising standards: “The ad showed a cartoon clown threateningly opening his coat in front of a group of children in an alleyway. The clown was also shown pulling a knife out of the tip of his shoe and trying to slice a cartoon burger in half.
“The community panel determined that the ad showed violence that was not justifiable in the context of the product being advertised, and did not treat sex, sexuality and nudity with sensitivity to the audience concerned. . “
Complaints were also filed under the Food and Beverages Code, the Advertising to Children Code and the Environmental Claims Code, but no violations were found.
“This advertisement portrays flashing and also encourages children to own and use knives and violence against each other. Completely inappropriate because it aired at a time children would watch. ”
“The advertisement is clearly aimed at children (note the ‘collectable’ toys). It depicts violence with a deadly weapon (note the sharp knife followed by a dramatic fight scene). It is programmed at a time when small children watch television, often without parental supervision. ”
The announcer argued that the violence was a mild animated form:
“The cartoonish nature of violence is consistent with animated superhero programming and is justifiable in the context of the product advertised in this manner.
“We note that the hamburger superhero character is consistent with the advertisement’s message, being a ‘fair’ figure who fights against perceived ‘evils’ in the industry (in this case, giving plastic toys to children as an incentive to buy fast food products).
“We note that some of the complaints received express concerns about the threatening or frightening appearance of the clown, but we contend that the appearance of the clown as slightly disheveled and mischievous is justified in the context of the scene and its overall appearance is extremely. gentle.”
However, Grill’d said it will take steps to modify the ad to accommodate the panel’s concerns.
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