12 November 2012 - 10:29am | posted by | 5 comments

Daily Mail goes apoplectic with rage over 'provocative' Kingsmill ad

A Kingsmill advert featuring a schoolgirl has been highlighted by the Daily Mail as a sign of declining moral standards.

The 30 sec clip depicts 18 year old actor Tara Berwin munching on the brands fruit and fibre bread whilst dressed as a schoolgirl - part of a £4m advertising campaign which has drawn 19 complaints to the ASA.

However, the Daily Mail gave voice to those who claim that it was in fact ‘sexualising children’ by portraying the young actor in a ‘skimpy’ outfit.

The paper was particularly troubled by a scene in which Berwin: ‘hitched up her mid-thigh length skirt to strike a provocative pose.’

Quoting one ‘outraged’ viewer who posted a comment on an internet forum the paper went on to quote Ms Berwin herself who insisted: “There’s no need to patronise me, I haven’t done anything wrong.”

With no sense of irony the piece was posted alongside the Mail's regular 'Femail Today' column which pictured a host of scantily-clad celebrities.

The ad was shot by creative agency Contagious Content and was overseen by Kingsmill owner Allied Bakeries director of brands.


12 Nov 2012 - 11:15
russm34721's picture

What a bunch of low life hypocrites the doom mongers of the Daily Mail are. If their that upset by the 'low morals' in the ad, maybe they should take the lead and drop the online Femail Column.

12 Nov 2012 - 11:35
amymaslin's picture

I swear they just have benches full of trolls writing all their articles. Samantha Brick being the captain.

12 Nov 2012 - 21:09
abc123's picture

Must admit a school kid clearly coming home from the walk of shame is a bit creepy. It's bread they want to advertise!! Not contraception!!

13 Nov 2012 - 14:04
humdrum's picture

@abc123 what?? she is not coming home from the walk of shame, she is hiding from her father so he does not see what she is wearing to school. it is worrying that you even thought that.

19 Jan 2014 - 00:36

Haha woah abc123, keep your fantasies in check! Yeah the daily mail is a mere bawhair away from being just faeces in print form. Was it not the Daily Mail (ok, possibly one of the other similar comics) who feigned outrage the day after some massacre or other at the offence that Corries Helen Flanagan might have caused by unwittingly doing a photoshoot posing with a toy gun. How did they express their outrage? By plastering same photos all over their paper that very day of course, how else. The words hypocrites and scum somehow spring to mind.


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