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| Ad watchdog rejects 'tortured' coffee bean complaints Complaints that posters featuring a coffee bean, including one where it is strapped to a chair under a spotlight, trivialised torture have been rejected. The posters, for Nescafe Original coffee, saw 21 complaints to the Advertising Standards Authority. Nescafe argued that the adverts were designed to be humorous and that they did not "humanise" the beans by using facial expressions or limbs. In one advert the bean is shown on a bench about to be cut by a laser, copying a scene from the James Bond film Goldfinger. A third poster has a bean stretched on a torture rack with the same message as in the other two: "Getting more from the bean for a great full flavour." The ASA rejected all the complaints, saying: "Although we were concerned that the complainants had been offended, the Authority concluded that the posters neither glorified nor trivialised torture and were unlikely to cause serious or widespread offence." 16th January 2002 |
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