Kellogg’s is taking an advertisement for its Nutri-Grain cereal off air and replacing it with a version that does not contain the line “Now take off your trousers”.
The advertisement described by Kellogg’s as “light-hearted”, “inoffensive” and in a “surreal vein” takes place in a doctor’s surgery where a young man, complaining of weird feelings around 11 and four, is examined by a ‘baker’ masquerading as a doctor.
The ‘doctor’ diagnoses ‘cakey-pangs’, suggests the young man eat Nutri-Grain and asks him to pull down his trousers.
A total of 42 complainants challenged the ad saying it was suggestive of the sexual abuse of younger people by authority figures. This was not upheld by the ASA.
Some also challenged whether the ad was suitable to be shown at times when it could be seen by children. This too was not upheld.
In its response, Kellogg’s said “due to the serious nature of the consumer complaints”, it would be taking the ad off air and replacing it with a version that did not contain the line “now take off your trousers”.
The ASA said no further action was necessary
