1. Complaint reference number 311/05 2. Advertiser Telstra Corporation Ltd (Cupid-Dog) 3. Product Telecommunications 4. Type of advertisement TV 5. Nature of complaint Violence Other – section 2.2 6. Date of determination Tuesday, 8 November 2005 7. DETERMINATION Dismissed

DESCRIPTION OF THE ADVERTISEMENT The opening scene of this television advertisement depicts a man dressed as Cupid. Carrying a bow and arrow, he enters the front yard of a suburban home. Filmed in a mockumentary style, the adult Cupid turns to the camera and says: “Yeah, this is it. Mr Ianucci. He got this Telstra Home Line Plus thing, so he has been making STD calls since 7pm . It’s nearly midnight and it’s apparently only going to cost him a $1.50. He’s about to fall in love.” By this stage, the Cupid has reached the front of the house. He stands up from behind a hedge and takes aim with his bow and arrow. Suddenly, the porch light comes on and a dog begins to bark. Stunned by the light, the Cupid fires the arrow and then jumps down telling the cameraman to run. As the Cupid runs out of the front yard, he yells to the cameraman: “I think I hit the dog”. The final scene in the television advertisement shows a large love heart with a Telstra home phone in the middle. The superscript reads: “Telstra home phones. Love them”. THE COMPLAINT Comments which the complainant/s made regarding this advertisement included the following: “I find it particularly offensive that taking aim with a bow and arrow and shooting a dog could be classed as entertainment or information. The offence is worsened by ‘Cupid’ taking such delight and enjoyment from doing so. I am concerned that this will promote irresponsible behaviour or outright cruelty to dogs. Any viewing depicting the shooting of domestic animals as a source of fun and games should be banned.” THE ADVERTISER’S RESPONSE Comments which the advertiser made in response to the complaint/s regarding this advertisement included the following: “… As per Greek mythology, shooting an arrow results in a feeling of love, not being injured. The essence of the ‘Cupid’ campaign was one of good humour and light-hearted fun in the spirit of situation comedy often found in the timeslot the ad is shown in.” “… If we were ever to seriously think that the ad could encourage any acts of animal cruelty, we would not have progressed the script.” THE DETERMINATION The Advertising Standards Board (“Board”) considered whether this advertisement breaches section 2 of the Advertiser Code of Ethics (the “Code”). The Board took into consideration that the advertisement specifically adopted a mythological theme which centred around the Cupid. Filmed in the style of a mockumentary, the Board was of the opinion that the actions depicted in this advertisement were clearly playful and did not display any real violence or depict any malice towards the dog. The Board also noted that no actual harm was shown to be inflicted on the dog in the advertisement. The Board was of the opinion that the majority of people would understand the mythological theme and playful nature of the advertisement and would find the advertisement humorous rather than offensive. The Board found that the advertisement did not contravene the provisions of the Code relating to the portrayal of violence. Further finding that the advertisement did not breach the Code on any other grounds, the Board dismissed the complaint.