GHD ads banned over offence to Christians

by Jennifer Whitehead, Brand Republic 12-Mar-08, 08:55

LONDON - Hair styling company GHD has been ordered to pull TV ads that use Christian imagery combined with 'eroticised' images of women, after complaints from members of the public, as well as the archdeacon of Liverpool, that the campaign was offensive to Christians.

The TV campaign, created by TBWA\Manchester, promoted the GHD hair styler. In all the ads, the women are praying that they will get a man because of their beautiful hair.

The first ad showed a woman wearing lingerie, sitting on the edge of a bed with beads clasped in her hands. The woman looked upwards and her thoughts could be heard in Italian. On-screen the text read: "May my new curls make her feel choked with jealousy".

Another spot showed a woman lying on a bed with bright light shining through a skylight. She looked upwards towards the skylight and her thoughts could be heard in Swedish. Text read: "May my flirty flicks puncture the heart of every man I see".

In all three executions the text "GHD IV thy Will Be Done" was present at the end of the ads, with the letter "t" appearing as a cross.

The Archdeacon of Liverpool and 22 members of the public objected that the ads were offensive to the Christian faith, particularly the use of the phrase "thy will be done" from the Lord's Prayer and the depiction of the letter 't' as a cross in 'thy'.

A total of 23 people complained about the campaign.

The Advertising Standards Authority rejected GHD's arguments that the phrase "thy will be done" was just a small part of the Lord's prayer and that it was in common usage. It also rejected the defence that it had been using the strapline "a new religion for hair" for seven years.

The advertising watchdog ruled that the ads were in breach of the TV Advertising Standards Code on offence and must not be shown again in their current form.

In its ruling, it said: "We concluded that the eroticised images of the women apparently in prayer, in conjunction with religious symbols such as the votive candles and rosary beads, the use of the phrase "thy will be done" from the Lord's Prayer and the image of the letter t as the Cross of Jesus were likely to cause serious offence, particularly to Christians."

GHD owner Jemella said that it had not intended to cause any offence with the ads.

Comments

Under Employed - 12/03/2008

Can't these Christians find it in their hearts to forgive TBWA\Manchester?

A DIAZ - 12/03/2008

Bit of an over reaction to a belief that is, when it comes down to it, nothing more than a superstition. We don't mind offending people's political beliefs but god forbid when it comes to religion. D'oh!

gotnoteef - 12/03/2008

I wonder if there would have been so many complaints about eroticising Christianity if the product had targeted young boys and the adverts featured pictures of them in their pants praying? Funny how Christians are so fundamentally offended by images like this on TV, but can 'forgive' and 'forget' some of society's darkest deeds when those that commit them are veiled in the protection of one 'church' or another. Perhaps they should re-evaluate their hierachy of filth and turn their energy for campaigning to more valid causes.

Mackenziehead - 12/03/2008

Glad to see the usually "toothless" ASA taking action in the name of common decency for once. If only they had taken the same action a few years ago when that Listerine ad with Keith Allen caused so much hurt to those of us who believ the Tooth Fairy to be sacred

natalie Kitcher - 12/03/2008

That is so ridiculous - GHD's whole brand message is about the god-like status of their hair styler! Ask any woman who uses GHD's and she will agree. I think the brand experience that GHD communicates is really clever and the whole new religion works really well with their female audience - I wonder how many women complained about the adverts! I think with campaigns like this you just take it with a pinch of salt and appreciate the cleverness of the campaign.