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Advertiser: Hamptons Floor Store
Codes:ASAI Code 6th Edition: 2.7
The advertisement, featuring two female voiceovers (FVO), referred to the following:
“FVO 1 - You look happy
FVO 2 – I am, I just got laid.
FVO 1 – Laid?
FVO 2 – Yeah, and on the carpet too.
MVO: Hampton’s Floor Store Summer Sale now on. Up to 50% off laminate, carpet and vinyl. 8ml commercial laminate an amazing 50% off. It has to be Hampton’s …. Get laid the Hampton’s way.”
The complainants considered the advertisement to be offensive, to contain words with a double meaning and to be in poor taste.
The advertisers failed to respond to the complaints.
The Complaints Committee considered the details of the complaint and expressed their concern at the advertisers’ failure to respond in the matter. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
In the absence of a response from the advertisers, the Secretariat recommends that the complaints be upheld under Section 2.7 of the Code.
The advertisement should not be used in its current format again.