Last but not least: A scandalous little ad

Advertising with rough edges—but it often causes a stir. The current issue involves an ad that Migros Aare published in newspapers and on billboards in good faith to promote its in-house catering service. It shows St. Nicholas bending over an oven and presenting his backside to the viewer. The caption reads: «So your next Christmas party doesn’t backfire.».

Billboards also feature the alternative text: «So your next Christmas party isn’t a total b****.» This is too much for some viewers, as a suspicious cloud can also be seen near the buttocks.

The following has now taken notice of the ad: AZ Solothurner Zeitung. Thanks to a letter to the editor. The writer demands that «this uncouth, boorish Santa Claus be sent back to where he came from.».

Actually, Migros meant something completely different. «The idea behind the image was to show St. Nicholas struggling in vain to prepare a festive meal and therefore calling the Migros Aare catering service,» said Migros spokeswoman Andrea Bauer in response to the newspaper’s inquiry. In other words: The little wisp of smoke came from the oven and was completely wrongly associated with flatulence. Ms. Bauer does admit, however, that the image could be misunderstood—especially in combination with the text.

Migros is now complying with the outraged reader’s request and will have the ad disappear into the archives once and for all after the booking period ends. And they’ll never mention it again. By the way: The ad was apparently designed in-house. Perhaps that’s for the best: The full-blown scandal could have backfired on the agency responsible.

Thomas Häusermann