Birds Eye has pulled a commercial promoting fish sticks after receiving complaints that the commercial depicted people engaging in unsafe behavior.
In the commercial, people jump into the water from a large boat. The voiceover says, "Captain Birds Eye loves the simple things, like jumping into cold water on a hot day with this grandson." The complaints raised the concern that the shock of jumping into cold water could cause someone to drown.
We take our advertising responsibilities very seriously and we were grateful to be made aware of this issue. We have taken the current advert off air. We are now amending the voiceover to remove references to the temperature of the water and weather.