SYDNEY, Today: Sleep mattress company Koala has had its Nöfnideä? billboard, which was placed metres down the road from rival furniture company Ikea, cleared of inappropriate language by the Aussie Ad Standards Board, according to a report in Australian newssheet Mumbrella (scroll down for the link).
The billboard, which was located in Tempe and created by Koala’s in-house team, targeted Ikea with the tagline No tools, no worries.
A complaint said the “language is offensive” and the ad should be “removed” because it is “rubbish”.
“The language was not used in an aggressive manner and it did not contain the word ‘fuck’.”
Responding to the complaints, Koala said the ad was “light hearted fun” aimed at the “Swedish monolith”.
“While the billboard doesn’t make use explicitly of profanity – indeed it uses characters not in the English alphabet – we recognise that a swear word may be inferred from the syntax.
“Similarly, given the design layout and obvious parody of Ikea’s well-known product names, we were confident that the advertisement in question would be received in the humour with which it was intended.”
Dismissing the complaint, Ad Standards said the language alluded to was not used in an aggressive manner and it did not contain the word ‘fuck’.
- Read the full story here
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