Viewers’ ire forces du to pull cinema ad
ABU DHABI // It was intended to be a light-hearted ad poking fun at just how bad some people’s manners are in the cinema.
But the issue of how a du advertisement that sparked praise from some and criticism from others came to be screened is being investigated by the media regulator.
The advert – pulled from cinemas after 48 hours last month – led to a storm of criticism from Emiratis who said it embarrassed and degraded the country, the Federal National Council heard on Tuesday.
The tongue- in- cheek ad showed bad habits often seen at the movies – such as loud and messy eating, viewers constantly moving about and children shouting.
It also showed members of the public sweating and falling asleep on the person next to them, along with noisily breaking wind. Hamad Al Rahoomi, who represents Dubai, raised the issue in the chamber yesterday and asked the head of the Telecommunications Regulatory Authority how such a commercial was allowed.
He said he had received calls at 1am from Emiratis after showings who complained that the commercial was indecent and did not represent UAE traditions and principles.
“I don’t understand how a local organisation like du presented such a bad and offensive ad,” he said.
“I don’t want to use harsher words even though they deserve more harshness,” he said. Hamad Al Mansouri, head of the authority, said it was also surprised, and the National Media Council “is investigating the issue of the ad”.
He said when theatres receive an advert to screen, they have to pass it to the NMC for approval before running it.
“It seems like it did not pass by the NMC, that is why they are investigating with the theatres, and we hope that we benefit from this experience that commercials should be considerate.”
Mr Al Rahoomi said: “I doubt this ad passed in front of any UAE national for approval. I am positive that there is no way any UAE national would have approved it. “God knows how much they paid for it, and this is considered money wasted in an immoral way.” The Man Sitting Next To You was created by global advertising agency Leo Burnett, which has an office in Dubai Media City.
It promoted du’s two-for-one ticket offer and was intended to remind people why they should not go to the cinema alone.
After complaints on social media, du pulled the ad after 48 hours.
In contrast to the comments made by FNC members, some viewers found the advert funny and said the reaction had been overblown.
“I think it is nasty; the butt, the armpit hair,” said Sara Alkhoori, an Emirati mother.
“But these things are usually in movies anyway.”
Dr Zainab Baqer, an Emirati doctor, said she found the advert funny.
“These things do occur in the cinema sometimes, but they exaggerated it a lot.”
While she did not find it inappropriate, she said some Emiratis deemed it to be so, “because it is a bit offensive to people in some of the scenes, like the lady going to the toilet.
“The guy with the bushy armpit hair was disgusting, though.”
Du said it would “continue to encourage path-breaking creative work and this was in continuation of our rich legacy of du Tuesday campaigns – which is a platform targeted for movie enthusiasts,” a spokesman said. “The creative narrative; thought process – sought to highlight the need for proper etiquette to deliver a superlative moviegoing experience.
“Once we felt that a substantive portion of our customer base, while happy with what we communicate, was uncomfortable with the portrayal, we decided to withdraw. Being a customer first and a customer-centric company – we obviously paid heed to what they thought.”