AdvertisingRenault pulls 'N-word' ad
Renault has pulled an ad campaign that used the phrase "N-word" over fears it may cause offence.
Renault has moved to pull the press ad, which used the phrase "For 10 days, we can't use the 'N' word", despite the fact the Advertising Standards Authority has yet to decide whether the ad warrants an investigation.
However, the watchdog has already received a number of complaints.
"The general crux of the complaints is that the ad is offensive, inappropriate and in bad taste because of the connotations of the N-word," said an ASA spokesman.
The ad, designed to promote a limited-period promotion where Renault dealers were supposedly not allowed to say "no" to customers, is one of three press ads and three radio spots.
"The latest press and radio ad campaign from Renault UK has been created with a simple game of Yes/No as its theme," said a spokesman for Renault UK.
"The N-word headline is one of three print advertisements that are complemented by three radio commercials explaining the game and Renault's offers.
"Any misunderstanding of the N-word is totally unintentional. However, this specific print advertisement will be removed with immediate effect, so as not to cause any offence.
"The other advertisements in the series do not include an N-word reference".
The two other press ads run with the straplines "We Don't Have a Swear Box, We Have a 'No' Box" and "For 10 Days, the Word 'No' Does Not Exist."
The ad campaign was created by ad agency Publicis with media planning and buying by Carat.
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