A zombie-themed Ashley Madison ad which “depicts marriage as dead” has drawn the ire of the Advertising Standards Bureau (ASB) for its inappropriate depiction of violence.
The television commercial shows a zombie woman going through her normal, mundane life. At one point she holds a baseball bat over her sleeping partner until she notices a television advert for Ashley Madison, where she is then shown, transformed back to normal, with the assumption she has had an affair.
However the advert received several complaints for its depiction of violence and treatment of sex.
“Apart from the zombie look being a little gruesome, it depicts marriages as dead and just going through the motions,” the complaint said. “It depicts to act out physically/emotionally with someone other than your partner.
“Its motto, as written at end of ad, life is too short. Have an affair. As humans (we are not the living dead) we need to be heard and listened to, in all aspects of life and communicate to achieve these successful relationships. When affected, families, friends, children are (indirectly) caught up in it.”
Another said: “Prescription to violence is what this country is fighting against.”
The ASB board upheld the complaint for the depiction of domestic violence, however noted that the promotion of a service promotion infidelity isn't a matter for the board.
“The board noted that there is no requirement for the woman to be holding a baseball bat whilst on the lounge and considered that its inclusion in this scene is clearly suggestive of the woman’s intent to cause harm to the man and that it is only the woman’s attention being diverted by the Ashley Madison advertisement being aired on the television in front of her which stops her from hitting the man,” it said.
“The board noted that the majority of complaints were about the service and the fact that the service can be advertised.
“The board noted that there is no restriction on such a service being available or on it being promoted, rather only on how it is promoted... [and] that the promotion of a service promoting affairs or infidelity is not of itself a matter that can be addressed by applying the code.”
It is not the first time Ashley Madison has seen a barrage of complaints for its ads, with the ASB noting that an ad for the service was the most complained about for 2014. However, it reiterated at the time, that most complaints were regarding the morality of the service itself rather than the advertising content.
In response to the most recent determination Ashley Madison removed the scene showing the woman holding the baseball bat, and will continue running the updated ad.
“We are very pleased that the board affirmed our position that there is no restriction on Ashley Madison’s service being available or being promoted in Australia,” it said. “Moreover, we are pleased that the board determined that the zombie commercial in question is in compliance with the advertising code as it relates to its treatment of sex and sexuality with sensitivity to the relevant audience.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.