2012-12-12 12:27

Lithuanian complains against Post24 ad as insulting to Estonian people

The Lithuanian Advertising Bureau, an industry self-regulatory institution, will investigate a complaint filed by a Lithuanian who says that an advertisement of the Estonian-owned parcel terminal network Post24 could be insulting to and discriminating against the Estonian people.
Estai mojuoja Estijos vėliavėlėmis
Estonians / „Reuters“/„Scanpix“ nuotr.

"Answers regarding the advertisement have been received and data have been collected and will be submitted to arbitration tomorrow," Lauryna Macijauskaitė, the head of the bureau, told BNS of Tuesday. She would not disclose the name of the Lithuanian who filed the complaint.

The TV ad, called "Ice Age", features two Lithuanians standing at a self-service parcel terminal and making jokes about Estonians being too slow to go to a post office and, therefore, using a faster parcel delivery service.

Joona Saluveer, the CEO of Post24 Lithuania, said that the stereotypes used in the ad are not insulting. The Estonian thinks that the advertisement as a whole or its separate components cannot be deemed discriminatory or insulting to his nation.

"Jokes about 'slow Estonians' have existed and probably will exist without this company. The main message we wanted to deliver was that Estonians are a modern and technological innovation-savvy nation," he said in the press release.

The ad was created by the adverting agency Not Perfect.

Post24, which launched operations in Lithuania last June, says that currently it holds a 5.4-percent share of the parcel market.

VIDEO: „Post24“ reklama

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