Interflora ad offends Private Eye

Interflora’s risqué Valentine’s Day ad campaign is causing controversy. Private Eye magazine refuses to run one execution and the Advertising Standards Authority (ASA) has received a complaint about the campaign.

The ads depict a female torso with roses in place of her breasts and navel, and three different straplines: “tit elation”, aimed at men’s magazines; “asset management” in the financial press; and “love blooms” in other publications. Interflora is also targeting the gay community with a fourth execution, featuring three roses representing male genitals, with the strapline “floral sex”.

Private Eye refused to run one of the executions, saying the campaign slogan “asset management”, which they decided to use, was better for Interflora and the magazine.

Chris Haslum, general manager of Private Eye, says he understands Interflora is trying to change its image and felt the strapline “asset management” was better for both.

Haslum adds: “The magazine felt “tit elation” was in your face, for the want of a better expression. The other two straplines soften the ad slightly.”

The ASA also received a complaint from a woman who found the image offensive and is considering further action.

Interflora chief executive officer Alan Rallings says: “This beautiful image will reinforce the contemporary relevance of the brand to highly specific audiences.”

The campaign has been developed by advertising agency The Company, which was appointed to handle Interflora’s &£3m account.