Brother cages ad featuring circus tiger after protests

Brother UK has pulled an ad featuring a circus tiger after animal protection campaigners lobbied the consumer electronics company over what they claim is the exploitation of circus animals.

Video: Brother 2014 “Next Time Label It” TV ad

http://www.youtube.com/watch?v=eL3o3tn3ymw

The ad for the company’s label printer features a character mistakenly releasing tigers into a circus crowd after failing to label the controls correctly.

In a statement, Brother UK says it has put a stop on the ad and will meet with the charity leading the action, Captive Animals Protection Society, to discuss its concerns.

A spokesman adds: “Our current advertising campaign was close to ending its UK television schedule and we took the decision to pause it to enable us to engage with CAPS.

“We’re meeting with the organisation this week to listen to their concerns.”

CAPS had encouraged supporters to lobby Brother to pull the advert and commit to stop using animals in ads.

The Advertising Standards Authority has received a handful of complaints about the ad but has decided not to investigate as it is unlikely to cause “serious offence”.

”We appreciate that some people object very strongly to the depiction and use of circus animals in this ad, and more generally, and find it in bad taste. However, the advertising code does not prohibit circuses from being used in ads although ads which involve animals are required to have vets present when filming to prevent any cruelty to animals during that process”.

The charity recently claimed BOSCH is to “reconsider” using wild animals in ads after the firm also used a tiger in a Spanish spot. 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here