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Swedish projectile vomiting TV ad cited for being 'distasteful'

The Local/cg · 17 Jun 2011, 14:25

Published: 17 Jun 2011 14:25 GMT+02:00

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Price comparison website Flygresor.se chose to market themselves through a television commercial in which a man vomits on his friend after the two discuss how much they paid for their plane tickets.

Nearly two dozen offended viewers reported the ad to the Swedish Advertising Ombudsman (Reklamombudsmannen, RO), which ruled that the ad was indeed offensive.

In its ruling, the agency cites complaints that having to watch a person vomiting without being forewarned made viewers nauseous and made them lose their appetite.

Ultimately, the agency agreed with the complainants, ruling the commercial to be offensive and describing it as "distasteful and clearly inappropriate".

"It's clear that the purpose of this film was to make a connection between being sick and vomiting, and sickeningly cheap flights. It's also clear to us that this connection is meant to be humorous," wrote RO's opinion board in their decision.

"The opinion board finds, however, that the humorous approach in the film is negated by the content of the film."

Tempel, the advertising agency responsible for the film, did not understand RO's decision to deem the commercial offensive.

"No, why would it be? This is something you see all the time," said Anders Tempelman from Tempel to newspaper Dagens Media.

Flygresor.se chose not to comment on the matter.

Story continues below…

See the commercial here:

The Local/cg (news@thelocal.se)

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Your comments about this article

17:09 June 17, 2011 by TheOneWhoTravels
Yuck! That is somewhat gross!
18:06 June 17, 2011 by luke123
Once again, Swedes come across as one whiny bunch of humourless crybabies.
22:41 June 17, 2011 by infidel2012
As an ex-american, I felt that this particular commercial was, excuse the pun... extremely distasteful.

American TV and Film productions tend to have more graphic violence and gore than what's shown in Europe, as sexual content is seen more in abundance, at least here in Sweden. This commercial was just plain gross, and it certainly did not sell me on buying their product.
23:20 June 17, 2011 by Swedesmith
You should see the toliet paper commercials.
23:48 June 17, 2011 by Rick Methven
@ infidelity

"As an ex-american"

How can you be an ex-American ?

Did they disown you on the basis of being the biggest moron and took away your nationality?
00:15 June 18, 2011 by prince T
That was gros
00:49 June 18, 2011 by spacemous
Comment removed by The Local for breach of our terms.
05:18 June 18, 2011 by graphixperson
Guessing they don't get Tosh.0 in Sweden.
11:40 June 18, 2011 by calebian22
That was funny. Who hasn't felt a little sick after discovering they have overpaid for something?
15:55 June 19, 2011 by PonceDeLeon
So happy to know there is a gov't angency to take care of these problems... Score another round to "Bad Taste" in television. How much do I pay yearly for a TV license?? Well worth every kronor...
00:30 June 20, 2011 by EP
Swedes in general are distasteful ... they urinate in public, they spit everywhere ... so this ad should come as no surprise.
23:43 June 29, 2011 by darthur954
Hilarious. Was it done in one take? Did they have stunt vomit guys?
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