Advertising Standards Bureau investigates BCF ad over bat eating complaints
Outdoors equipment company BCF is under the spotlight for an ad which encourages people to holiday at home by referencing the COVID-19 pandemic.
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The Advertising Standards Bureau has been urged to “get a life” after launching an investigation into a commercial that highlights the virtues of being confined to Australia because “someone ate a bat”.
The Boating Camping Fishing (BCF) ad depicts Aussies happily here in the great outdoors rather than cold and dingy destinations abroad.
A caucasian man is also shown eating a bat sandwich.
The ad has had more than 220,000 views on YouTube since it was launched on December 10. It has also been shown on television — minus the controversial bat reference.
It’s understood that’s only due to the company being unable to get anything other than 15-second slots.
But some who have seen it have been so aghast that they have formally complained to Ad Standards, triggering the investigation.
“A number of complaints have been received about this ad, which will be assessed to determine if the concerns raise issues under the advertising Codes,” an Ad Standards spokeswoman told The Daily Telegraph.
By contrast, One Nation’s NSW leader Mark Latham said he loved the ad. The outspoken campaigner against political correctness said it was both clever and very funny.
“We want people to holiday in Australia, don’t we?” he said.
“I love the ad and suggest that the Advertising Politburo get a life. They obviously have too much time on their hands,” Mr Latham said.
“And anyway, maybe someone did eat a bat sandwich.”
A BCF spokesman said its “campaign acknowledges the reality that many Australians will be staying home this summer and encourages everyone to explore all the amazing places that our own backyard has to offer.
“Over the years BCF has established a tradition of irreverent campaigns in the spirit of good-natured fun,” he said. “They will have their detractors and we recognise that.”
BCF made the Standards Bureau’s 10 most complained about ads of the year lists in 2016 and 2018.
“Of course we understand the severity of the pandemic and spread of COVID-19 but it is clear that this ad is framed in the same spirit.”
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Originally published as Advertising Standards Bureau investigates BCF ad over bat eating complaints
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