ASA assesses whether Lynx Dry campaign is offensive

A new ad for Lynx Dry, an anti-perspirant from the deodorant brand, showing a man performing tricks with his eyes has sparked a flurry of complaints for being “offensive” to people with visual impairments.

The Advertising Standards Authority (ASA) has received 41 complaints about the ad, which shows the man’s eyes looking in two different directions as he uses one to try and see if he is sweating . The ad carries the strapline “Stay focused”. The TV and poster ads have been created by Bartle Bogle Hegarty.

The complainants say the ads are offensive to people who have visual impairments and medical problems with their eyes. The ASA is assessing whether it should investigate the campaign.

Meanwhile, the ASA has received more complaints about the Cactus Kid campaign for Coca-Cola’s Oasis brand, taking the total to 21.

The ads, which broke on July 3, tell the “tongue-in-cheek” story of a young girl and her half-man half-cactus boyfriend Cactus Kid who are united in their love of Oasis and dislike of water. One execution shows the pair telling the girl’s mother that she is having his baby.

The ASA had received 11 complaints by July 11 that the ad is offensive because it normalises or glamourises teenage pregnancy and that it is also irresponsible for suggesting people should drink Oasis instead of water (MW.co.uk, July 11). There are also concerns about age of the female character and that the ad has been scheduled inappropriately.