Back in September
of this year, Midway
released an online-only video advertisement to coincide with the United Kingdom
release of Mortal Kombat: Shaolin Monks
). Designed as a viral marketing
stunt, the commercial was an overly violent depictation of a board room argument, complete with Mortal Kombat
style fatalities (watch the video
According to Virgin.net
, a complaint was filed with the Advertising Standards Authority
, an independent regulator for advertisements in the UK
, and was deemed inappropriate.
After investigating one complaint, the Advertising Standards Authority said the advert was irresponsible, and told the advertiser Midway Games Ltd not to repeat it.
The industry watchdog ruled: "We considered that the ad was likely to cause fear or distress and serious or widespread offence and that Midway Games had used shocking images to attract attention to their product."
The company who produced the advert, Maverick Media
, apologized if it had offended anyone, but maintained that the video was suitable for the audience it was intended for.