Chicken Licken’s alien advertising character with self control issues gives their children nightmares, some parents complained to an advertising regulator.
But the alien – which resembles Stitch from the movie Lilo & Stitch – just isn’t all that scary, objectively speaking, say the regulators.
That is true even if you miss the part of the advertising campaign where the alien apologises for turning on its adoptive family.
The Advertising Regulatory Bureau (ARB) has dismissed complaints that Chicken Licken is
giving children nightmares by using a disturbing alien character in a TV campaign.
The Alien, says the ARB in a decision published on Wednesday, just isn’t that scary.
Two families lodged complaints about the “They Also Crave It” campaign, describing its central character as “horrific” and “rather disturbing”, and scary even to adults.
Both families said the campaign had given their children nightmares.
The first commercial in the campaign shows a family who discovers an alien creature in their home,
quickly assimilates it into their household.
they order Chicken Licken, though, it turns on them, using its telekinetic and portal-creation powers to claim all the chicken for itself.
The creature looks like Lilo from Walt Disney’s “Lilo & Stitch” movie, the ARB said in its decision.
Whether or not that movie is scary for children of different age groups is fiercely debated among parents; some see it as wholesome, others as nightmare fodder.
A second advert, sometimes combined with the first, shows the alien reuniting and reconciling with the family,
but it is not necessary to see both to not be scared of Chicken Licken’s Lilo ripoff, the ARB said.
Even when the alien teleports an entire family away to get his hands on chicken, it isn’t particularly mean about it.
“While he acts without hesitation to achieve his objective, there is no violence,
no screaming, no injuries and no physical contact between the creature and the family,”
said the regulator. “They are merely teleported off-screen.”
Objectively viewed, the ARB said, “the alien is cute rather than frightening, and clearly friendly.”