The company has dubbed into Spanish and added subtitles to the execution, in which a mother berates her teenage daughter for coming home late. In the reworked version, the pair have a debate about squirrels. The ad opens with a caption informing viewers that MFI amended it as it was not 'everyone's cup of tea'. It also asks consumers to comment on the ad on its website.
The campaign has now attracted almost 200 complaints from viewers who have taken offence at its overriding aggressive tone. The ASA says formal investigations are under way.
The marketing industry has also been having its say. On Brand Republic, the ads have garnered particularly high interest; more than 60 comments about them have been posted. Two forums on them have attracted 874 views.
The ads, created by M&C Saatchi, portray families acting out typical at-home situations within MFI stores.
- Leader, page 25.
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