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The trail, called 'Cliffhanger', broke last night. It features a woman and her daughter in a scene from medieval times escaping stampeding horsemen, only to be pushed over a cliff.

As the woman tries to pull herself up off the cliff, the camera switches to a couple sitting on a log watching all the action. The man then reaches to pick up a biscuit and it becomes clear that he is sitting with his partner drinking his tea and watching BBC One on TV.

The ads, created by Abbott Mead Vickers BBDO, were designed to show how BBC One viewers like to be close to the action. However, hundreds of viewers who saw the trail found the ad disturbing and offensive.

In an apology, the BBC defended the trail, saying it is supposed to be "attention grabbing". It added that the trail will be edited before it is shown again.

A spokesman said: "This trail follows on from trails about BBC One last year, which viewers tell us they have enjoyed. They are meant to be attention-grabbing but they are certainly not meant to be offensive or distressing.

"We have listened very carefully to viewers' responses yesterday and we will not be showing the trail again until further consideration can be given to whether it should be edited. We are very sorry if viewers were taken by surprise or were distressed by the trail."

The ad was first aired before the 9pm watershed at 7.30pm and again at 8pm, when the majority of viewers complained. It was shown again after 11pm, prompting more calls.

The trails were part of a promotional campaign to support the launch of BBC One's summer schedule. They are supported by radio trails and a national poster campaign, booked by PHD. The radio and poster ads are unlikely to be affected, according to a spokeswoman.

The campaign is the follow-up to last year's campaign, which saw a man jumping over rooftops so he could get home in time to watch his favourite show on BBC One.

It is not the first AMV BBDO campaign to cause controversy this year -- a spot the agency made for Wrigley's Xcite chewing gum, showing a man regurgitating a dog, was pulled after receiving more than 600 complaints from the public.

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