The advertisements were, according to Nokia, tapping into the
competitive spirit of the typical gamer and were trying to
communicate the fact that by using N-Gage the gamer could play
anywhere at any time. Nokia said its approach "was suitable for
selling a gaming brand and represented a style of advertising
typical of the gaming genre".
One poster ad showed a picture of an alleyway at night, together
with the words, "This is where I took on three guys ... and made
them cry like babies." The ASA did not approve, considering that
the photo "showed a realistically dark and lonely place that was a
likely location for assault and an unusual location for
game-playing." The ad, said the ASA, was likely to cause serious or
widespread offence or distress.
A second ad showed a picture of a changing room and lockers
together with the words, "This is where I made Kev look small". The
Authority considered "that the photograph could be seen to
represent a school changing room" and that "the advertisement could
be interpreted as a depiction of bullying and was likely to cause
offence and distress".
Another ad showed a photo of a caravan in front of trees, and
stated, "This is where I left Kate, Lucy and Michelle begging for
more". The ASA took a dim view, stating "that the expression
'begging for more' in conjunction with three women's names had
sexual connotations and that the advertisement was likely to cause
serious or widespread offence".
The Authority took a similar line with another ad that pictured
a road and lit bus shelter at night together with the words "This
is where I got further with Lara than anyone else."
In a cinema ad, the caravan scene and wording was used again,
with the camera then panning to an empty road and the words, "This
is where I cried for help".
According to the ASA, "in conjunction with the text, the
photograph of a caravan in an isolated location could be seen to be
sinister and to suggest entrapment of women for sexual purposes.
The Authority concluded that the advertisement could be seen to
condone or encourage sexual violence towards women".
Complaints over a further two adverts were upheld, while the ASA
dismissed complaints over another three ads. The ASA asked Nokia to
discontinue the offending ads.
According to news site The Register, Nokia intends to update its
ads in response to the ruling.
