Ads run foul of Singapore rules
By Nassim Khadem, Canberra
March 1, 2006
SINGAPORE will get a censored version of Tourism Australia’s “So where the bloody hell are you?” campaign because the advertisements do not comply with its strict censorship laws.
When the $180 million campaign is launched in Singapore, a series of Xs will replace the word bloody in print advertisements. The television version will not be aired there.
But the advertisement already appeared uncensored in Singapore’s Straits Times last week, when the newspaper ran a story about the campaign.
So far 45,000 foreigners, including 24,000 Americans and 10,000 Britons, have logged on to the campaign website. Tourism Australia spokesman Sasha Grebe said extensive market research had shown the advertisements were a hit.
The Advertising Standards Bureau has received three complaints about the advertisement and it would go before the review board for a decision on whether it breached advertising’s code of ethics.
Meanwhile, the Association of Australian Commercial and Media Photographers president North Sullivan said the decision by the advertisement’s creators, M&C Saatchi, to use a British photographer to shoot the print advertisements was a “slap in the face for Australian creative talent”.
Source: The Age
“Bloody hell” got too vulgar meh? Why cannot use “Bloody hell”?
What the bloody hell are you all thinking?