Davidoff aftershave ad escapes ban for tombstoning

by Nikki Sandison, Brand Republic 10-Oct-07, 09:00

LONDON - A TV ad for Davidoff Cool Water aftershave featuring 'Lost' actor Josh Holloway, who plays Sawyer, has escaped a ban despite apparently condoning the deadly pursuit of tombstoning, the act of diving off cliffs into water.

The ad, created by Swan Media, received four complaints from viewers who challenged whether it condoned tombstoning. The viewers also complained that the ad was likely to result in emulation, especially by children, because the ad featured an actor from a popular TV series.

Coty, the company which owns Davidoff, defended the ad and said that it featured a sign that stated "deep water", which it believed made clear to viewers that the water was sufficiently deep and therefore safe for the actor to dive into. Coty also argued that the style of dive he executed was classical and not the type of freefall dive associated with tombstoning.

The Advertising Standards Authority noted that a number of people had been killed or seriously injured in the UK as a result of tombstoning, but understood the BACC had applied an ex-kids scheduling restriction to prevent the ad from being seen by very young children.

The advertising watchdog also considered that the ad aimed to promote a men's fragrance and made no reference to the programme, or suggested that Holloway was appearing as his 'Lost' character. Although, as in the show, he appears in an island setting.

It concluded that the ad was acceptable and no further action was required.

In a separate adjudication, a TV ad for Picture Financial Services was banned for misleading viewers, by suggesting that borrowing large amounts of money could be treated lightly.

The ad for personal loans, created by Watson Phillips Norman, received six complaints from viewers who thought that it portrayed borrowing a large sum of money as an everyday occurrence.

The ad showed a woman in her kitchen arranging a loan over the phone while dealing with various interruptions from family members. On screen text stated: "Borrow £10,000 to £100,000…Approved in principle over the phone."

The ASA ruled that the ad must not be broadcast in its current form.