Aussies Apologize to Bulgaria for Offensive Advertisement

Society | July 2, 2008, Wednesday // 00:00

The Australian company, author of the "Why You Should Never Buy a Shirt Tailored by a Bulgarian" ad, has expressed regrets about the ad's content, largely viewed as offensive in Bulgaria, as the daily newspaper "Trud" (Labor) reports.

The ad of the Australian shirt making company Herringbone says that Bulgarians are known for having fingers fat as sausages and must not be trusted to make clothing purchases.

The ad, showing a picture of three dirty and rough looking young men, accompanied by a sarcastic comment regarding "Bulgarian haute-couture" won the Silver Lion Award in the "Press" category at the most prestigious international advertisement festival Cannes Lions.

News about the ad and the award generated strong reaction in Bulgarian on-line advertising forums and serious public response.

"We would like to offer our sincere apologies for the insult we unwillingly inflicted on you," stated for "Trud" the creative director of the Australian M&C Saatchi company Ben Welsh.

"This sarcastic ad is part of a whole series of such ads telling imaginary, funny tales about tailors without any intentions to insult anyone. We were convinced that common sense would not allow anyone to look at this funny ad in a serious way," Welsh added.

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