Ads from HELL: Complaining about the use of religion in advertising

Abstract

HELL Pizza’s advertising is characterized by its provocative art, audacious copy and bold tactics that relishes in its hellish reputation. Rather than merely relying on attention-grabbing stunts, the brand employs strategies that tap into the deep-seated cultural norms of its audience. Often deemed controversial, HELL’s advertising elicits strong public reactions, serving as a mirror reflecting the evolving cultural and moral sensitivities and the place of Christianity in Aotearoa New Zealand. This article critically examines the official complaints about the use of religious references in HELL’s advertising to the Advertising Standards Authority (ASA) in Aotearoa New Zealand. Using thematic analysis, we analyse how ‘offense’ and references to Christianity are navigated by the public complainant, the ASA and the brand, in 79 rulings between 2005 and 2021. We conclude that while the brand consistently negotiates a fine line between edgy humour and potential offense, the ASA rulings suggest a societal trend leaning towards freedom of artistic expression, even when intertwined with religious undertones, particularly when a brand has a well-established identity.