Waitrose Christmas Ad

Do complaints about the Waitrose ad show people are paying attention despite claiming not to?

Most people that we speak to in focus groups will say that ads do not influence them. After all, how many times have you watched an advertisement passively, barely taking in any of the details?

So what’s interesting is the sheer number of complaints that the Waitrose Christmas ad has received this year because of one small detail – the farmer who is shown to have a tan line.

Complaints say it’s insensitive and promotes a dangerous, blasé approach to skin cancer. Waitrose has even re-cut the advert, cutting out the scene showing the tan lines.

Do you think the re-cut was a smart move by Waitrose? Or is it down to fears of being “cancelled”?