Telstra hermit crab advert under fire for ‘celebrating littering and consumerism’
Telstra has faced a barrage of complaints on social media and to the Advertising Standards Bureau (ASB) that its latest TV ad, which depicts a crab finding an empty mobile phone box on a beach, trivialises littering.
The telco has been attacked on both Twitter and Facebook with several posts condemning the ad, which was created by DDB Sydney, as a “disgrace”. The ad promotes an option to upgrade your phone every 12 months.
The ASB also confirmed it has received 15 complaints about littering, but said they will not be considered by the board as “it does not fall under section 2 of the AANA Code of Ethics”.
In the 30-second ‘new phone feeling’ execution a man discards the packaging of a new phone, with an empty box dragged off by a hermit crab who uses it as its new home.
I think they have already pulled the ad from facebook… massive fail.
DDB Sydney and Telstra didn’t think it through. Leaving rubbish on the beach was always going to get a negative response, particularly in Australian culture where the beach is almost sacred.
I’m often surprised when people don’t see this sort of thing coming. It was the first thing I thought when I saw it. @Consumer’s right on the money.
Apart from all that…I don’t understand what crabs have to do with getting a new mobile phone every year.
The ad should have been pulled for being bit very good.
The rubbish complaints are just the reason given.
I can only imagine the time and money that went into this TVC and no one thought for a second about the backlash they would receive?
Where’s the cred list on this TVC, who worked on the campaign?
I am a leftie with a hatred of rubbish but this didnt even raise my eyebrow. I do love a conspiracy though, so perhaps the complaints on social media were themselves fabricated. Next level Astroturfing.
I didn’t notice the rubbish angle because the spot was rubbish.
No problem with the “consumerism” complaint, it’s an ad FFS.
However, when I first saw the ad I thought it was another “tosser” commercial. Not the worst look, but surely not the best look either. You don’t really have to be a tree hugging hippy or leftie to not appreciate more idiots throwing their crap in and around the ocean.
The ad isn’t great in the first place
Better to get a new phone every year than getting crabs every year.
> ‘celebrating littering and consumerism’
Two great Aussie passtimes.