Angel ad axed after Christian protest

2011-10-26 11:26
Johannesburg – The Advertising Standards Authority (ASA) of South Africa has instructed that an advertisement be taken off the air because Christian viewers might be offended by it.

In this advertisement angels fall from heaven because they are attracted to the scent of a man's deodorant.

A viewer complained to ASA that the advertisement does not represent what Christians believe regarding the nature of angels.

In the advertisement for Axe deodorant, angels in the form of beautiful women fall from heaven to earth.

They follow their noses to a man who had just sprayed on the deodorant, and start sniffing him.

"Even angels will fall", the advertisement claims at the end.

According to the decision reached by the ASA directorate, the person who complained was not necessarily opposed to the use of angelic imagery in advertisements, but was offended by the idea of fallen angels, and that angels are attracted to a mortal man.

"The problem is not that the imagery of angels are used in the advertisement, but rather the fact that the angels forfeit their heavenly status for mortal urges. That is something that can offend Christians in the same way that it offended the complainant."

Watch the ad here:


  • Damien - 2011-10-26 12:05

    People really need to get a life and stop making such a big deal out of things. It's just an advert. Get over yourselves!

  • Deirdre - 2011-10-26 12:10

    I agree Damien, however if it had been images of the prophet Mohommed falling from the sky and being attracted a human female, the entire Islamic population would be up in arms, (and so they should be!!) Why is it when a Christian defends their faith they are called all sorts of nasty things and told to get back in the corner, but when other religions defend their faith, they're given hero status??

      clivecorbz - 2011-10-26 12:39

      Did anyone give Islam hero status when some followers went after the author of the famous Danish comics? No. So please stop making things up to prove your point.

      John - 2011-10-26 14:33

      As far as I am concerned when Muslims defended their faith by objecting to the cartoons published in Denmark about Mohammed etc. they needed to get a life.

      Achmat - 2011-11-21 14:11

      There's nothing wrong with defending what you believe in. Those with no belief..well...have NOTHING to defend thats why they see nothing wrong with making a mockery of everything. I respect other religions as taught by my own, so if this offends anyone, then respect their beliefs as you expect them to respect yours. As for hero status, no-one needs to receive hero status,standing up for what you believe is rewarding enough...

  • nicholas.rowan - 2011-10-26 12:14

    Bah, that's okay - I think they have a backup one where the angels don't have halos and the tagline is - "even goddesses will fall" for just this situation.

  • Kobus - 2011-10-26 12:36

    That is to say that in modern metaphors 'Angels' does necessarily only have a Christian connotation.I am sure that people that are not Christians would also use 'Angels' when referring to good beings, beautiful people or whatever. If I refer to a friend as a 'Gaurdian Angel' because he/she where there for me in times of need would my statement be obsolete if I was not a Christian? I think it is narrow-minded and absurd to take age old symbols and to assume they only have a Christian connotation - I mean in the case of this ad specifically the idea of a Cupid (with the obvious connotation to love) and Hermes (Axe being a messager between man an woman)can surely also be made? I am not saying any of this to discredit any Christian symbolism - quite frankly I am a big fan of it. I just believe that in this case a very original and cool ad must suffer the consequences of radical thought in a religion that has to daily struggle with not being viewed as one that is judgemental. Why don't we rather look at ads that objectivy men and women? (Even in the case of this ad that would be a more valid point of view).

  • adriaan.mostert - 2011-10-26 12:50

    So Christians have the right to trample on my rights over something as stupid as an ad... A funny one as well! Come on - this is like living in the 1980's with the Dutch Reformed Church. Disappointing at ASA for entertaining such a ridiculous complaint.

  • Ben - 2011-10-26 13:07

    Pathetic, bored ,lame theists...

  • Freddy - 2011-10-26 14:07

    There are much stupier ads than this one!!! Don't people have other problems in there lifes!?? They must be lucky!!!!

  • NutttyZA - 2011-10-26 14:13

    I see the looney religious fringe are out in full force again!!

  • John - 2011-10-26 14:35

    Are we going to ban motorbikes because we have "HELL's ANGELS"?

  • gordlaws - 2011-10-26 15:41

    Christians. The presumption that any of their yarn is true. And it gets acknowledged by legislative bodies. Dark Ages indeed. I wonder if they'd pull an ad' for going against the principles outlined by Papa Smurf or Gandalf? And, I wonder how my complaints for adverts containing pro-Christian ideas would be received?

  • nameismatt - 2011-10-26 15:57

    You don't like my advert? don't buy my product! Don't take good ads off the air because they offend you... you know what offends me? the other 99% of unimaginative dribble that passes for advertising on TV!

  • homemissionary - 2011-10-26 16:36

    Why don't 'Christians' just stop watching TV? It's not like the stuff they watch is 'Christian' anyway.Phil 4:8 springs to mind.

  • Noelle - 2011-10-26 16:42

    Eish I agree it's an ad! And it's great that people are thinking out the box and coming up with NEW ideas!!

  • janinekittyb - 2011-10-26 16:49

    oh no man.... Really????? that ad rocked!

  • Moi - 2011-10-27 08:53

    Oh my word!!!!! I cannot believe someone actually complained about this ad!!! I'm Christian and I really did not see any problem with it! Seriously people.....

  • Vikash - 2011-10-27 09:41

    I'm Christian and I love this ad! I don't see much wrong with it. In fact, if it shows that Christianity is sexy then I am all for it. After all, you have The Song Of Songs slap bang in the middle of the Bible ;-) And I hope that all those Christians who take issue with this ad would read this short book. It is my favourite book in the Bible probably because it is so sexy. Peace and Love, brothers and sisters... and foxy Angels!

  • Wendy - 2011-10-27 10:43

    What a ridiculous complaint. Seriously, I think this ad is fantastic and as a Christian I'm not offended by it. Have a sense of humour please.

  • christopher.stokes1 - 2011-10-27 11:13

    I don't see how its offensive. And on that point I think its offensive that it shouldn't be shown. If Christians can get it taken off the air why can't Atheists get it put back on the air? I mean, it being taken down due to religious reasons makes it offensive to non believers. Why is there such a bias?

      christopher.stokes1 - 2011-10-27 11:18

      I also think that you can't censor everything just because it offends SOMEONE. Either everything is ok to be displayed and poked fun at or nothing is. I think the debate should be whether it is morally offensive to humans as a species, not to the various religious sects.

  • maydont - 2011-10-27 16:32

    Who is offended? I thought Christian angels were all male anyway?

  • Angel - 2011-10-28 11:10

    I have to ask; If your faith is so strong, why would you need to question an advert? What do you base your faith on? Can I safely assume that when you are a Christian you are not allowed to have humour, wit, common sense, etc?

  • gmccumskey - 2011-10-31 07:57

    Well hell thats ridiculous. Next time there's an advert featuring a talking animal I will complain cos thats not how I believe animals should be represented. Or talking babies, cos thats just offensive to babies that are slow learners. Or elves that don't match my view on elves because I have to protect the image of fantasy beings that do not exist.

  • pages:
  • 1