The ad was created by Mortimer Whittaker O'Sullivan to promote the insurance brand. It showed a man calling his insurance company and asking not to be put on hold, and then showed a call centre where chickens continually told callers "Won't keep you a moment".
In the ad, the man called out to his partner, asking what she was doing in the kitchen. She said: "Just stuffing a chicken." As the man ended the call, he replied: "That's a coincidence."
It prompted 80 complaints from people, 51 of whom work or had worked in call centres. They said the ad portrayed them in a negative and insulting way and thought it could adversely affect what was already a poor attitude and level of understanding among the public.
Four of the complainants even went so far as to say that the ad would encourage abuse and disrespect of call centre workers.
However, the Advertising Standards Authority rejected the complaints, although the Broadcast Advertising Clearance Centre did say it regretted that call centre workers found the ad offensive.
In its ruling, the ASA said: "We considered the behaviour of the chickens emphasised the repetitive nature of the telephone process and that, as a result, some customers might prefer to do a much as they could online."
Andrew Blowers, CEO of Swiftcover.com, said: "We are clearly delighted, but not surprised, that the ASA supports our view. Our clucking chicken campaign isn't offensive or untrue, it just states the facts -- people are fed up with dealing with call centres."
Ads combining the themes of chicken and call centres appear to raise the hackles of the British public more than any other. A recent KFC ad showing call centre workers singing with their mouths full of chicken burger received more than 1,600 complaints, but also escaped a ban.
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