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Viewers complain about Ikea gnome ad

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An Ikea advert showing a couple using increasingly violent methods to kill off garden gnomes has drawn dozens of complaints from viewers.

The homeware giant's Say No To Gnomes campaign features a family updating the look of their garden with new products, only to find the gnomes launching a revenge attack.

The couple fight back, kicking them across the garden before using a hammock to hurl them against the fence.

One scene shows a furious gnome standing over the body of his broken friend.

 

FRIGHTENING

The woman finally aims a jet of water at an assembled mob, smashing them into pieces.

The ad finishes with the tagline: "Make more of your garden. Say no to gnomes."

Britain's Advertising Standards Authority (ASA) said it received nearly 50 complaints that the ad was offensive, unsuitable for children, frightening, violent and encouraged anti-social behaviour.

"While we appreciated that the ad would not be to everyone's taste, we thought it was clearly fanciful and light-hearted. We also didn't share the view that it would encourage or condone violence or anti-social behaviour," the ASA said.

hnews@herald.ie


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