One hundred and six viewers have objected to the Independent
Television Commission about the Government’s hard-hitting ad that
encourages businesses to prepare for a new European currency.
The ad, created by TBWA GGT Simons Palmer, showed a fictitious
businessman, called Martin Skinner, shouting at his staff for not being
aware of the euro and its implications.
Fifty-seven complainants said that Skinner’s behaviour condoned and
might encourage bullying at work, while 48 objected that the campaign
amounted to political propaganda for the UK to adopt the euro as its
While the ITC accepted that the ad was aggressive in its emphasis, it
concluded that the advertising was unlikely to have a significant
influence on managers’ behaviour in their treatment of staff and did not
uphold the complaints.
Separately, 175 viewers complained about a series of commercials for
Swedish furniture chain IKEA, made by St Luke’s, which featured a spoof
Swedish psychiatrist satirising English reserve.
Some complainants objected that the strapline ’Don’t be so English’ was
offensive and racist, others were offended by allusions to
The ITC did not believe the campaign exploited a negative national or
racial stereotype in a way likely to encourage prejudice, and judged
that the implication of homosexual relationships was unlikely to be
offensive to most viewers.
The commission did not uphold any of the complaints.