Offensive BIC Canada ads continued running after company tried to pull them
Marketing magazine has revealed that BIC Canada continued receiving complaints about an allegedly racist ad, even after coming clean about the problem.
The message shows how a stereotypical Asian tyrant condemns prisoners to die after his pen runs out of ink. (You can see the 30-second spot here.)
BIC Canada spokesperson Linda Kwong informed Marketing that two more complaints rolled in on August 17 following the ad's appearance on TV the previous night.
"We are very angry with the agency," Kwong told Marketing. "We understand it’s a process, but we were reassured [the ad] was getting pulled quickly."
On August 16, BIC Canada declared that the ad wasn't going to be broadcast again.
"After hearing from consumers that they found the ad offensive, we made the decision to pull the ad on Tuesday, August 14, 2012," BIC Canada vice president Kevin Murphy said in a statement. "We have now been informed by our advertising agency that the ad has been completely pulled from all TV shows."
Of course, the ads weren't pulled from all programs, so the controversy has remained in the news a little while longer, despite BIC Canada's efforts to quash the problem once and for all.
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