Australian chicken company Inghams is courting danger with “Swearing” a television commercial featuring a mother with a loose tongue. The woman picks up her daughter from school and notices her rudely poking her tongue out the window. “That was Robert wasn’t it? I thought you two were friends.” The daughter replies, “No, he’s a bloody idiot”. Mother retorts, “Don’t you dare use words like that Michelle! Where do you pick up such filth?” As the woman proceeds to pull out into the traffic she narrowly misses another vehicle. She sticks her head out the window and yells abuse at the driver of the departing vehicle. “Bloody idiot! Why don’t you ** look where you’re ** well going?” Mother and daughter exchange a look of realisation.
Next scene is at the dinner table. The voiceover explains that Inghams Kiev Crumbed Chicken Breasts are filled with a choice of delicious centres. Dad obviously thinks they’re delicious. He says to his daughter, “You’ve got a great Mum, Michelle”. Michelle, tucking into her dinner responds, “Bloody Oath!” Voiceover: “Inghams. Makes Any Mum a Great Mum!” Click on the image below to play the video in YouTube (HD)
The campaign was developed at Clemenger BBDO, Sydney, by executive creative director Danny Searle, copywriter Jeremy Southern, art director Mike Preston, agency producers Jo Howlett and Rebekah Lawson, account supervisors Tony Hale and Trudi Porter, working with Inghams marketing director Richard Cusden.
See the Australian Advertising Standards Board’s consideration (pdf) of complaints about the swearing and road rage portrayed in the Inghams ad.