Pot Noodle in trouble for offending the Welsh

by Sarah Woods, Brand Republic 07-Jun-06, 09:00

LONDON – A Pot Noodle ad celebrating Welshness and featuring noodle miners in deepest darkest Wales has prompted an unhealthy response after 43 viewers slammed the spot as 'racist' and 'disrespectful'.

The Advertising Standards Authority has confirmed it is investigating the complaints about the television ad, which was created by Mother and is part of a healthy relaunch of the Unilever brand.

The ad is set within a fictional "world famous Pot Noodle mine" in the village of Crumlin, Caerphilly, the location of the real Pot Noodle factory.

The strapline of the campaign, "fuel for Britain, isn't it", is brought to life by the Pot Noodle workers mining for noodles, digging up enough "fuel" or noodles, to keep Crumlin and the UK going.

The ASA received complaints that the ad is "disrespectful to the Welsh", "offensive to Welsh people" and some say it is "racist".

Viewers claim the ad is disrespectful because it shows mining in a lighthearted way and this is insensitive to Welsh miners who work in difficult conditions where people have lost their lives.

If the complaints are upheld, the ad could follow in the footsteps of previous Pot Noodle campaigns by HHCL United such as "slag of all snacks", which was taken off-air after receiving 414 objections, and the "Pot Noodle horn", which is in the top five most complained about ads with 620 protests, but escaped a ban.

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