Australian outdoor retailer BCF has come under fire for a new ad encouraging people to head out for a camping trip during summer.
The company debuted the advertisement before 2020 came to a close and largely went under the radar.
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However in the weeks since it premiered, some people have picked up on a tiny segment which makes light of the coronavirus pandemic.
The ad has a jingle throughout it that talks about how it's not fun not being able to head overseas for a holiday, even though some parts of the world are crippled by Covid-19 and facing chilly winter temperatures.
At one point, a bloke near the water can be seen eating a bat sandwich.
An Advertising Standards Bureau spokeswoman has revealed they have been contacted with several complaints about the ad and have launched an investigation.
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"A number of complaints have been received about this ad, which will be assessed to determine if the concerns raise issues under the advertising Codes," the spokeswoman said to the Daily Telegraph.
BCF, which stands for Boating Camping Fishing, has reacted to the public outcry and says they were just trying to paint Australia in a positive light.
The company said: "[The] campaign acknowledges the reality that many Australians will be staying home this summer and encourages everyone to explore all the amazing places that our own backyard has to offer.
"Over the years BCF has established a tradition of irreverent campaigns in the spirit of good-natured fun. They will have their detractors and we recognise that.
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"Of course we understand the severity of the pandemic and spread of Covid-19 but it is clear that this ad is framed in the same spirit."
Viewers have discovered the advert that has wound up on TV however had omitted the controversial bat scene.
News Corp reports that's due to the company not being able to find the available slots to show the jingle in full rather than due to the complaints.
Featured Image Credit: BCF/YouTubeTopics: Australia