KFC dancing chicken ad most complained about in 2017

An advert considered "disrespectful to chickens" has been revealed as the most complained about of 2017 after ruffling the feathers of more than 700 people.

The one-minute television advert named The Whole Chicken, which KFC said was inspired by the quality of its ingredients, featured a chicken dancing to DMX's X Gonna Give It To Ya.

It attracted 755 complaints of fowl play with some viewers claiming it was "disrespectful to chickens and distressing for vegetarians, vegans and children" because it depicted a chicken which was "heading for slaughter."

The complaints were not upheld, and the ASA ruled the advert was unlikely to cause distress or offence as "there were no explicit references to animal slaughter."

A McDonald’s ad featuring a grieving son ranked fifth in the 2017 list after attracting 256 complaints.

It showed a boy asking his mother about his deceased father. The boy is shown visiting McDonald’s and enjoying a Filet-o-Fish while his mother tells him: “That was your dad’s favourite too.”

The advert was pulled and McDonald’s apologised for the upset it had caused.

ASA chief executive Guy Parker said: “Tackling misleading ads continues to be the bread and butter of our work, but 2017 again showed that it is ads that have the potential to offend that attract the highest numbers of complaints. But multiple complaints don’t necessarily mean that an ad has fallen on the wrong side of the line: we look carefully at the audience, the context and prevailing societal standards informed by public research before we decide.”

McDonald’s drops “offensive” child bereavement ad >>

McDonald’s apologises for offence caused by child bereavement ad >>

Complaint against Prezzo “bottomless” Prosecco ad upheld >>

Videos from The Caterer archives

Are you looking for a new role? See all the current hospitality vacancies available with The Caterer Jobs