Video: Premier Inn ad featuring Lenny Henry in kids' TV ban

24 March 2010 by
Video: Premier Inn ad featuring Lenny Henry in kids' TV ban

An advert from Premier Inn which sees comedian Lenny Henry parody horror film The Shining has been banned from children's TV.

The Advertising Standards Authority (ASA) said that the scene in which Henry smashes a door with an axe was likely to frighten young viewers, according to the BBC.

Henry then puts his head through the broken door then says "Here's Lenny" in a spoof of the scene.

Henry later says: "A bad night's sleep at some hotels can really make you grumpy."

The ASA upheld eight complaints from viewers who saw an advert on children's channel Nick Jr and ruled that Henry's aggressive behaviour and the menacing tone of the music was likely to frighten and distress youngsters.

"We also considered that, because young children would not understand the ad's reference to The Shining, they would be unlikely to appreciate the comic context in which the menacing Lenny appeared, and could find him threatening," a spokesperson added.

The ad must now not be shown again during or around programmes aimed at children.

Premier Inn the ad appeared on Nick Jr as a result of a technical error and said it was never intended to appear on a dedicated children's channel. It also denied the ad would cause most children harm or distress, arguing that the scene was "light-hearted" and would be considered amusing by viewers of any age.

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