A new ad for Robinsons squash has angered teachers who say it is “inappropriate”, “disrespectful” and an “insult” to the teaching profession.
Created by London agency Lucky Generals in its first work for the Britvic-owned brand, the 60-second spot is titled ‘Real Love in Every Drop’.
It shows a mother contacted by her son’s school while she is busy at work. She speaks to his teacher before taking the child home.
She is initially stern and disapproving of her son’s behaviour but after pouring them both a drink of Robinsons squash she looks at him and they start to laugh.
The ad premiered on 1 June during the final of Britain’s Got Talent.
By Tuesday (3 June) it had prompted more than 180 complaints to the Advertising Standards Authority (ASA), with viewers saying it “undermines teachers and encourages children to misbehave at school”.
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The regulator is “currently assessing these complaints to establish whether there are grounds for further action”, said an ASA spokesperson.
Teachers and former teachers have posted comments below Marketing Beat’s story about the ad.
One person said, it “gives a really poor message about parental support of behaviour at school”.
Another wrote: “We need support from parents when their kids misbehave, not [be] disrespected and laughed at.”
Others were more vitriolic and some even called for the ad to be modified or banned.
“[It is] a shame you didn’t canvas members of the teaching profession at the planning stage. This advert totally undermines the difficult job teachers have every day and the lack of support they receive from some parents,” wrote one reader.
A headteacher said it was “insulting” to the profession.
“You are showing, it’s ok to behave how you like in school because your parent won’t mind, and they will just laugh about it,” she said.
Another teacher wrote: “No teacher would phone home unless something serious had happened. Poor behaviour and lack of support from the parents is a massive problem in almost every school across the country, just now, so your advert is adding fuel to the fire.”
“Please think more carefully about the message this is giving to pupils and parents and about how difficult it is being a teacher right now. It would have been a lovely advert if the mum had sat down and kindly spoke to her son about respect to others or something more positive,” she added.
Britvic and Lucky Generals have been approached for comment.
