Waitrose forced to remove 'offensive' military scene from Christmas ad

by James Quilter , Brand Republic 27-Nov-09, 09:10

LONDON - Waitrose has been forced to re-edit its Christmas TV ad following complaints from the public that it is disrespectful to the families of soldiers who have died in Afghanistan.

The ad, by MCBD, uses the strapline 'At Christmas, there's only one place to be' and intercuts people on their way home from various places, where Waitrose food products await them.

The offending section of the Waitrose ad showed what appeared to be a military helicopter bringing British troops home to their families.

Waitrose confirmed this element of the ad had been removed but pointed out the man at the centre of the scene was supposed to be a photo journalist rather than a soldier. However there appeared to be troops next to him on the helicopter.

Speaking to the Daily Mail, colonel Bob Stewart chairman of the Action for Armed Forces said: "I do think this is a bit insensitive, both to the families of those who have been killed and to those troops who are out there."

Waitrose said in a statement: "We have removed a scene from our Christmas ad of a photojournalist stepping out of a helicopter. We would never wish to cause distress to anyone, and although the sequence was not intended to show a member of the armed forces coming home, we understand from a small number of customer letters that it could have been interpreted in that way.

"We're sorry if we unintentionally created an upsetting image for anyone. Our thoughts go out to those serving abroad this Christmas, and their families."

The ad features an exclusive track 'How can I keep from singing' by classical singer Camilla Kerslake.

The song will feature on the singer's debut album, which she will promote in Waitrose-backed events as part of the tie-in between the two.