Wotif guilty of "recreational killing"

We have already discussed Wotif.com's entry into the traditional marketing world with TV (and also bus stop) advertising. I ran one of their commercials recently - the one featuring a creepy child/doll/horror movie motif. Here is a video of the second commercial - a "squid eating competition" (see video below). I raise it because Wotif have caused a stir with this ad and are getting into some problems with it.



Wotif has been cited by Advertising Standards Bureau (ASB) in Australia over this commercial. This is the body in charge of ensuring that Australian advertising meets the legislative and industry standards. The ASB have been hit with complaints from viewers that the squid ad (according to B&T Magazine) .

“This is a graphic ad featuring a sadistic act, akin to biting the head off a budgie. It is gross cruelty presented as humour.”... “physically disgusting-cruelty to animals –morally repugnant.”

In the end the ASB ruled that the advertisement represented "recreational killing" and Wotif and its agency Leo Bennett will be forced to go back and rewrite portions of it. What do you think - funny ad or cruel and unusual punishment for cephalopods?