ASA highlights regulatory role with new campaign
The Advertising Standards Authority has launched a new awareness campaign to highlight its regulatory role and recently extended remit – its first consumer campaign in five years.
The campaign for the regulatory body runs across TV, press, radio, online, outdoor and in cinemas and will run for the next month, with cinema ads running until August.
Raising public awareness of the ASA’s regulatory role, the TV ad features an animated character, ‘wow’, which morphs shape to the voiceover’s cues.
The voiceover says: "Introducing all new improved wow. At last, a product guaranteed to make you younger, happier, more attractive to men, more attractive to women, taller, more interesting, cleverer and richer, more talented, more successful, much funnier".
A second voiceover then goes on to explain how the ASA helps makes sure that all ads are legal, decent, honest and truthful, before drawing attention to its recently extended remit which now includes marketing communications on websites.
The ads were created by Abbott Mead Vickers BBDO, with OMD UK securing media space and airtime donations.