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Unbelievably HIT Idea

A controversial billboard ad campaign run by FM104 has been pulled following complaints. The ads, which also appeared in bus and rail stations, made clever use of what appeared to be advertising space which was too small for the full-sized poster. This resulted in the slogan “HIT HOT MUSIC” appearing with part of an assumed letter ‘S’ before it. Another ad ran with what appeared to be part of the letter ‘C’ before the slogan “KING BRILLIANT MUSIC”, leaving no doubt to the intent.
The Advertising Standards Authority upheld the complaints and ordered the Dublin station to take down the offensive posters.