Jane Ritchie wrote to the Advertising Standards Complaints Board saying the advertisement portrays an unacceptable level of violent behaviour.
"Although supposed to be funny, the men in the advertisement are, nevertheless modelling unacceptable violent behaviour."
"Humour may appear to mitigate the violence, and I have no doubt that the makers of the advertisement will defend it as a light hearted portrayal, but as a psychologist I have no doubt that the not so subtle message that violence is acceptable, particularly if you have a bigger fish (weapon) than your opponent will be portrayed to the young and susceptible," she says.
Armstrong Jones says in its submission to the board that it has received two other complaints about the ad.
However, it says this ad, like the other three in the series, is based on humour.
"It is absolute nonsense to suggest it lends support to unacceptable violent behaviour," AJs says.
The company goes on to say that it was disappointed the board chairman even considered there was a case to answer.
The board, in its written decision, concurred with the view that the advertisement was presented as a symbolic metaphor.
"Of the two businessmen, one represented the small investor, one the large business. One fish was small, one was large and signified in a humorous way that the "small fish" could experience the benefit a "big fish", like the advertiser and that size would not be an impediment to gaining that edge."
The board also concurred with the view that the advertisement was a humorous Monty Python style send-up, and that the humour in this instance was an overriding feature.
Consequently, the complainant was not upheld.
It seems the only ones who got hurt in this episode were the advertiser and the complainant.
"I can confirm that neither the fish nor the talent were harmed or suffered in any way in the making of the television commercial," the advertising agency told the board.
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