A television ad promoting Universal Pictures' movie 'Strays' has breached language codes for using the word 'dick' in a violent manner.
The ad, featuring talking dogs, has one dog say "bite his dick off", another dog says “we have a dick to rip off”.
The complaint submitted to Ad Standards highlights the use of 'dick' as offensive.
"I am sure that the word 'dick' specifically relating to male appendage is not a 'G' rated word, yet the movie for being shown during family hours, and not just during the news, uses this word, several times, and even refers to acts of violence," the complaint said.
"I don't think this really is family friendly language or ad for early evening time slots. It is disgusting and inappropriate language to be played on TV at those times when young children are about and watching TV.
"It is a major oversight - I was watching Friday night football with my 6 year old daughter and to hear the words 'we have a dick to bite off' is highly unacceptable it was before 8:30 pm in Adelaide."
Strays via Ad Standards.
In response, Universal Pictures said the word chosen was justifiable.
"Strays is an outrageous, laugh-out-loud comedy film which contains numerous scenes which contain certain humour and language. It would therefore be reasonable to justify that our advertising materials have been produced within the context of the product being advertised," Universal Pictures said.
Universal Pictures also showed evidence that prior to activity going live, PEACH (on behalf of Universal Pictures) liaised with CAD to obtain approval on Strays TVC spots.
"Universal Pictures produced a number of TV spots for Strays TV campaign and each spot was classified by CAD - the TV spots in question received a J rating," Universal Pictures said.
"It is worth noting that we have spent considerable time, resource and investment in refining the ‘SOFT’ TV spots for Strays to ensure that these do meet the required criteria for the J CAD rating requirements."
"Universal Pictures and MediaCom exercised care with the planning and selection of the TV schedule and focused on programming that reaches our intended 16+ audience group. We strive to evaluate each media placement to ensure that the materials are being seen by the intended target audience. However, please be aware that the spots in question were pulled from primetime TV as soon as complaints were received.
"We apologise for any distress caused and would like to reassure all parties involved that we have adhered to all required standards and the industry code of conduct in relation to the advertising materials and placements for this film."
Despite a minority of the Panel deciding that in the context of a comedy movie the phrase was light-hearted, the majority of the Panel decided that the phrase is used in an aggressive manner which most members of the community would consider inappropriate for a broad audience which would include children.
And that the talking dogs would attract the attention of children, the phrases would be easily understood by children, and could be repeated by children.
Overall, the Panel considered that the language used in the advertisement was inappropriate in the circumstances, in particular for a broad audience which would include children.
As a result, the advertisement breached Section 2.5 of the Code.
In response, the advertiser has modified the placement of the advertisement so it would no longer be shown prior to 8:30pm.
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.