Burger King has said it will withdraw the ad as soon as possible, after the Independent Television Commission received 64 complaints since October 7 about the commercial, which was created by Delaney Lund Knox Warren. Most of the complaints said that the ad trivialises the issue of domestic violence.
The ad shows a woman waking up in bed, saying to her partner that she thinks she has been bitten in the night. The viewer then sees her bare back, which has several bite marks on it, while her partner is shown smiling. A voiceover then says: "Feel like a bite?"
Among the complainants were two police officers who deal with domestic violence, although they were complaining in a private capacity.
In a statement, Burger King, said: "Burger King regrets that any television viewers have found its recent advertisement upsetting. We sincerely apologise for any distress caused and as a result of the complaints, have decided to withdraw the advertisement as soon as possible."
The ITC has also received 22 complaints about the latest M&C Saatchi ad for Foster's new pouring system, showing a pelican biting the head off of a Steve Irwin-like wildlife presenter. The complaints concern possible distress to children and the fact that it is tasteless. An earlier ad, showing a bungee jumper having his head bitten off by a crocodile, drew 121 complaints.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .