Prime TV billboards axed after complaint

The Dominion Post

Last updated 22:22 04/06/2008

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Billboards pitching a new programme for Prime Television have been removed after complaints from the Jewish community.

One billboard in Wakefield St, Wellington, and two in Auckland were removed yesterday after going up on Tuesday.

The billboards were for Madmen: The Glory Years of Advertising, due out at the end of the month, and bore the slogan: "Advertising Agency Seeks: Clients. All business considered, even from Jews."

The billboards were removed after a complaint from New Zealand Jewish Council chairman Geoff Levy, who was also angry about a two-page advertisement using the same wording in the latest Time magazine.

Mr Levy said Prime had acted quickly to remove the billboards and if the council received a written apology and a two-page apology in the next Time the matter would be resolved.

However, the damage had already been done and 26,000 copies of Time would remain on waiting-room tables and in houses for months to come, he said.

"The wisdom of the entire project defies belief," he said. "Long ago we moved on from this sort of language, but obviously not.

"In these days of 60 years plus since the Second World War ... I never thought it would come again let alone to New Zealand."

Prime spokesman Tony O'Brien said approval for the campaign, which was to mirror "archaic" 1960s' attitudes prevalent in the show, had been given by the marketing department, which had made an error of judgment.

All the billboards were immediately removed and an apology would run in the next edition of Time, he said.

"We take full responsibility for this and we have totally apologised to the Jewish community. The campaign crossed the line from being provocative to being offensive."

Regional Wellington Jewish Council chairman David Zwartz said the phrase "even Jews" suggested they were "some other sort of class of human beings - second-class citizens" and harked back to the time when it was "acceptable to be anti-Semitic".

"It's not the case now, especially in New Zealand. It was totally derogatory to Jewish people, in any context."

It is not the first time advertising company Draft FCB had caused offence advertising Prime TV's shows.

In May, the Advertising Standards Authority fielded complaints about billboards that used back lighting at night to reveal sexy lingerie on a "call girl" for The Secret Diary of a Call Girl.

In February, a radio advertisement for Hidden Palms was pulled off the air by Prime after complaints about its language on parental suicide.

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Mr O'Brien said they challenged Draft FCB to be innovative but they had gone too far.

"That's something we're not prepared to accept, hence the immediate removal of the billboards."

Adverstising Standards Authority executive director Hilary Souter said they had received a handful of complaints but the quick response of the broadcaster should settle the matter.

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19 comments

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Robin Janson #19 05:26 pm Jan 28 2009

What is difficult to swallow about this story is that secular members of the public (myself being one)did not come out in condemnation. This should be offensive to one and all. When people are belittled because of their creed, religion or ethnicity, we should all stand up against such medieval campaigns. This has nothing to do with freedom of expression and PCness.

Steven Bronfman #18 05:26 pm Jan 28 2009

"No sheep" may have been more appropriate for you Kiwis!

fred #17 05:26 pm Jan 28 2009

I agree that the ad was poorly conceived.

But now that the Israeli embassy has decided to get involved and try to drum it up, making claims that this is a "cultural and political mindset in New Zealand" and that the apology should be followed by some sort of campaign about race relations, then I say we should do exactly that, and examine in detail the situation of apartheid in Israel, and the endless demolition of homes and killing of Palestinians by the Jewish state. <--- this is *NOT* an "anti-Semitic" comment.

Dor Shapira is a complete hypocrite. God forbid New Zealand ever looks to Israel for an example of how to behave.

rudebaker #16 05:26 pm Jan 28 2009

Prime have scored even greater publicity than they could have possibly bargained for. The sad fact is that it is through sheer ignorance of New Zealand's racial tolerance.

Brendon - the issue is tolerance rather than political correctness. We should put you in front of a room full of Jewish people and you can calmly tell them to "get over it". Instead, why don't you reward yourself with a can of Double Brown and some of Prime's quality programming...myay I suggest "the biggest loser".

Dylan W #15 05:26 pm Jan 28 2009

I am a new Jewish immigrant in New Zealand previously from South Africa.

This type of anti-Semitic stuff is not only disgusting but very disappointing coming from a community like we have in New Zealand.

jennifer #14 05:26 pm Jan 28 2009

How can Prime slide off this 'snafu' as an "error of judgement"? They have no judgement. Loads of arrogance, loads of stupidity, maybe. Franco, right on. This incident reveals the sad truth about Prime, and their big brother Sky TV - run any old junk programming if there is a rating point or a dollar in it. Shame on them.

Jessica #13 05:26 pm Jan 28 2009

Hello people. Get a grip. Did you actually read the billboard? Did you understand that its actually commenting on social norms of the time and taking the mickey? I guess understanding satire requires a level of intelligence. Its in no way anti-semetic and bringing up the holocaust is just your stereotype not thiers. that in itself is offensive.

tooMuchMyBro #12 05:26 pm Jan 28 2009

>>This goes beyond poor taste and can never be excused as mere >>policitcal correctness.

>> Denigation by religion or race is not part of free speech.

>>I am not Jewish, but it offends me when someone chooses to >>effectively bully others, particularly minorities.

>>If you substitute the nationality, religion or race of your >>parents, you may realise how harmful this is.

>>If you read history, then you will get close to understanding why >>this type of statement does not belong in NZ society.

>>By doing nothing or treating this as a joke condones and encourages >>the very attitude that divides a multi-cultural society seeking to >>embrace diversity.

Poor taste in what, making billboards?

Let's say we rank all the things, the various oppressed people of earth, care about currently, in order of how much.

Now let's find where down that list; "the harm discrimination in ADVERTISING has on minority subgroups" appears.

If the top of that list was the sun, the "heat" of relevance reaching your "planet" would be a pretty faint to say the least.

In fact you seem a little out of touch with "current affairs" (that's the stuff up the list more) to be talking so much utter bull about "society"... or what affects life for the worlds underclasses...

Calm down

brendon #11 05:26 pm Jan 28 2009

you guys are ridiculous. NZ is WAY too PC. Even Jews. It was A JOKE! Get over it.

"In these days of 60 years plus since the Second World War"...what a load of bull. Oh no wait, that comment was just the same as the holocaust.

GET OVER IT!

Bright #10 05:26 pm Jan 28 2009

You know something, it takes a Jew to complain for the Advertising Standards Authority to act... It's a Jewish complaint that moved the ASA. You know there's something in here, next time they put up filthy ads, let's get the Jews to do the complaining for us... What a great idea!

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