Pepe Jeans is furious over a decision by MTV not to screen its latest commercial by Leagas Delaney, featuring a teenager being spun inside a tumble dryer.
The company says it spent two months pushing to have the ad screened through MTV, which was only last week fined 15,000 for screening another Pepe Jeans commercial that appeared to condone theft and hinted at youth suicide.
The campaign portrays what Pepe Jeans claims is the latest craze in London laundrettes known as “tumbling”.
“It is based on a true story, these kids do it for a bit of a kick. I think it’s ridiculous that MTV won’t screen it when only ten per cent of their ads are in the UK,” says Pepe spokeswoman Hester Hettinga.
The 60-second ad also features the youth with a bloody nose, a common side-effect of spinning in a dryer, says Hettinga.