In the TVC an actor is depicted “working up a thirst” in front of a background of heating devices, including radiators, heaters and irons, which the advertising watchdog and complaints say breaches health and safety.
The retailer has defended itself with a response to the complaints, saying that the ad shows “surreal caricatures” of a person working up a thirst.
“The scene in question, ‘Sauna’, is designed to be an extreme, fantasy interpretation of the well-known strategy of getting hot in order to work up a thirst. In no way is it intended to be desirable or encourage imitation by the general community”, Thirsty Camel said.
However, the board found the ad not “sufficiently unrealistic to overcome the depiction of unsafe practices with electrical equipment.”
Thirsty Camel is therefore currently modifying the advertisement.
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