ASB rules AAMI's dirty bath ad is clean

By AdNews | 12 September 2014

Although the current AAMI campaign is putting people off their food, the Ad Standards Board (ASB) has dismissed the complaints against the ad which offers unique advice for saving money.

The ad shows a family in their bathroom. The son is seen getting into the bath after it has been used by his father and his mother watches on waiting her turn. The voiceover then explains that there are easier ways to save money - ie by switching to AAMI Flexi Premiums.

This ad has drawn many vehement responses including: “I find this ad to be revolting seeing dirty bath water when the father gets out of the bath and the son getting into it makes my stomach churn every time I see it. It is going to unnecessary lengths to advertise insurance.”

Another said: “It is repulsive, sickening, offensive and some might say incestuous.”

AAMI said that they see nothing wrong with its ad because families bathing together is actually quite common.

“We contend that there is nothing inappropriate depicted in the advertisement that would contradict either of these sections. In fact if you Google families sharing bath water, this practise is indeed very common.”

The ASB dismissed the complaints.

Watch the ad for yourself below:

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