ASA investigates GHD ad of women praying

by Bill Britt, Marketing 12-Dec-07, 12:15

LONDON - The Advertising Standards Authority is investigating a TV commercial for hair styling products brand GHD after receiving 16 complaints that the ad 'is offensive and denigrating to the Christian faith'.

The TV commercial shows a series of women in their bedrooms, clasping their hands and praying in foreign languages. In one scene a woman lights a candle and in other a one woman fingers her necklace in the manner of a Catholic praying with a rosary.

The final woman clasps her hands in prayer and says in English "Make him dump her tonight and come home with me."

The ad ends with the tagline, "Thy will be done," which comes from the Lord's Prayer.

GHD is marketed by Bradford-based Jemella Ltd and its advertising is handled by TBWA\Manchester.

In October, the ASA did not uphold a complaint a poster and magazine ad for a GHD hair-straightening product, which showed women with straight hair lifting a woman with long curly hair lifting above their heads. The lifted woman had her arms outstretched, which complainants felt mocked the crucifixion. The tagline was "Though shall convert."

The ASA generally takes the line that is okay to poke fun at religious groups unless an ad appeared to undermine or mock sacred tenets.

Click here to view the ad.