An
ad for the fashion brand Fly53, which appeared in NME magazine, showed one
man holding a gun against the head of a second man, who seemed to be seated.
The man holding the gun had one hand held tightly against the throat of the
other man, who had closed eyes and clenched teeth. The men seemed to be in a
dark room. The bottom of the ad contained a list of words in small text:
CONFESSION REVIVAL RETRIBUTION TORMENT ATONEMENT DIVINITY; the word
CONFESSION was highlighted. Below that, small text stated FLY53
OUTFITTERS FOR THE RESISTANCE CONCEIVED DESIGNED AND BORN INTO THE WORLD TO
PROTECT AND SERVE THE 24 HOUR PARTY PEOPLE.
A complainant thought the ad's depiction of gun crime was offensive,
irresponsible and unsuitable for display in a music magazine, because it
glamorised violence.
Fly53 said the ad campaign was based on the fictitious House of
Fly53, which consumers could explore on their website. Each room in
the house had a theme - Confession, Revival, Retribution, Torment,
Atonement and Divinity - and was intended to show people in a state of
heightened senses, with blurred boundaries between the real and surreal.
The ad was based on the Confession room. Fly53 explained that to
be fully accepted into the house, visitors must first confess their
fashion crimes. They could then move through the house to the final room
where they reached Atonement in the world of Fly53. The house was
supposed to have a fantastical and cinematic feel and was not intended
to be realistic.
Fly53 believed displaying the image out of the context of the
House of Fly53 might have taken away the essence and story of the
house, leading to the misinterpretation that the ad glamorised violence.
They apologised for any offence caused and stated that, as a result of
the complaint, they had withdrawn the image from advertising in print
media.
ASA Assessment: Upheld
The ASA considered the way in which one man was holding a gun to the
head of another, with his hand held tightly against the other man's
throat, was aggressive and threatening. The seated man, who had closed
eyes and clenched teeth, seemed to be frightened and suffering, and the
darkness of the room in which the two men were depicted contributed to
the menacing atmosphere. We disagreed that the violence depicted would
be seen as cartoon-like and considered that it seemed realistic.
Although the image resembled a scene from a film, we noted the ad was
for a clothing brand and not, for example, a film with violent scenes,
which made it more likely that its portrayal of violence would be seen
as gratuitous. We considered the small text FLY53 OUTFITTERS FOR THE
RESISTANCE CONCEIVED DESIGNED AND BORN INTO THE WORLD TO PROTECT AND
SERVE THE 24 HOUR PARTY PEOPLE was incongruous when juxtaposed with
an image of violence, and could be seen as glamorising it. We were of
the view that any attempts to link the ad's image more closely with the
House of Fly53 would not necessarily have made it any less
problematic.
We considered that the ad's depiction of gun crime was likely to be
seen as glamorising and condoning real violence. We concluded that the
ad was likely to cause serious or widespread offence, and was
irresponsible and unsuitable for display in a music magazine.