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: