Few commercial TV viewers can escape the sight of a motorbike-riding frog during advert breaks. The campaign is selling a £3 ringtone based on the Axel F theme tune from the film Beverly Hills Cop. The ad is being run on ITV, Channel 4 and Channel 5 and around 100 satellite channels. Crazy Frog's owner, the American company Jamster, is spending £7 million on the campaign this month alone.
And angry viewers have had enough. The Advertising Standards Agency has been bombarded with over 400 complaints about the advertisement for Crazy Frog ringtones, which has been described by some as the most annoying ever made.
Such is the apparent level of viewer unhappiness that the ASA website gives visitors advice on where to complain. ITV, amid fears of losing viewers due to the constant bombardment of the advertisment (on some channels, it appears twice in single ad breaks!), are ‘reviewing their position’.
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