A “violent” Sunlight Power dishwashing detergent ad has been banned by the advertising watchdog after depicting the product as the perfect cleaning agent for a murder weapon.
The print ad features a large knife inside a zip-lock evidence bag with the tagline “Case Dismissed” underneath.
The Advertising Standards Bureau (ASB) ruled the ad, which ran in The Sydney Star Observer, was in breach as it “trivialises and condones domestic violence”.
The advertiser, Symex, argued the ad is “irreverent”, “tongue-in-cheek” and “an intentional form of dark humour”, but members of the public who complained to the ASB did not see the funny side.
“I was absolutely horrified to see this advertisement: my sister was murdered with a knife,” one complainant wrote. “The implication of a knife that a murder weapon ... can be cleaned by this product shows how low [Symex] will go to advertise their product.”
The creative agency behind the ad, Sydney's JayGrey, was not named in the ASB paperwork but was not spared entirely. “I cannot believe that this advertiser condoned this advertisement let alone accepted the 'creative' agency that put together this concept," wrote a complainant.
The ASB stated: “The advertisement is suggestive of a violent act against a woman ... [and] is suggesting that committing an assault is acceptable if you are able to cover your tracks.”
Symex has agreed to discontinue the advertisement.
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