MFI tempers TV spot in wake of viewer complaints

by Lucy Barrett, Marketing 01-Aug-07

MFI has amended one of the ads in its controversial 'family argument' campaign following a deluge of complaints to the Advertising Standards Authority.

The company has dubbed into Spanish and added subtitles to the
execution, in which a mother berates her teenage daughter for coming
home late. In the reworked version, the pair have a debate about

squirrels. The ad opens with a caption informing viewers that MFI

amended it as it was not 'everyone's cup of tea'. It also asks consumers
to comment on the ad on its website.

The campaign has now attracted almost 200 complaints from viewers who
have taken offence at its overriding aggressive tone. The ASA says
formal investigations are under way.

The marketing industry has also been having its say. On Brand Republic,
the ads have garnered particularly high interest; more than 60 comments
about them have been posted. Two forums on them have attracted 874
views.

The ads, created by M&C Saatchi, portray families acting out typical
at-home situations within MFI stores.

- Leader, page 25.