Digital Printing

Bell Canada Pulls Offensive Billboards

Proofing process to be tightened.

Published

17 years ago

September 14, 2007

Jacob Rieskamp Signs of the Times September 2007 Issue

Bell Canada officials quickly pulled down billboard ads for Solo Mobile that appeared in six subways in Toronto and Vancouver and on some Vancouver buses. The ads referred to the Sex Pistols’ song, “Belsen Was a Gas” and featured a young Japanese girl dressed in punk style, sporting buttons and accessories. The wording on the button wasn’t clearly visible in the small ad proofs the ad team saw when approving the ad.

But when the ad was blown up to full size and plastered on the billboard, the words on the button were very clear.

Some of the ads on buses in Vancouver were smaller, and the offending button was cropped out of the picture.

The offensive ad will be replaced with another, either featuring a London police officer in front of the British Parliament or a woman in Dutch clothing in front of a windmill.

The ads are supposed to depict people from around the world envious of Canadians who can get cheap Solo Mobile phones.

The transit firm as well as CBS – the media company that handles transit advertising space – will review them to make sure this doesn't happen again.

Related Topics:Digital Printing September 2007

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