Advertisers always test boundaries, but it remains up to the people to determine when the line has been crossed. “As we see from the reactions in this case, this advertisement was a failure in terms of taste. But as far as getting people to talk about Tuš, the goal has been achieved,” says the agricultural economist Aleš Kuhar.

“The ad implies that everything produced by [a Slovenian named] Janez is automatically better. This, of course, can’t be true, because some things are produced better by Janez, others by Jože, and still others by Juan. We are diverse and anyone can make something better than someone else. I feel that we must see this as a nationalist billboard, and we already have enough nationalism in politics,” says marketing expert Miro Kline, when asked to comment about the message conveyed by the ad.

Reported to the advertising tribunal
However, cultural anthropologist Rajko Muršič sees nothing problematic about the ad. If the company wants to emphasize homegrown produce, it should be consistent. “Someone who advertises the fact that it’s selling only Slovenian produce, but then just repackages it in Slovenia, is a liar and someone must expose them for lying. I see a problem in that case. But if the goal is to encourage Slovenian food growers, I don’t see an issue,” explains Muršič. Food inspectors should guarantee that the advertised produce is indeed Slovenian, he adds.

The billboard has been reported to the advertising tribunal, which will now examine whether it complies with the advertising code. The trade inspector will determine the nature of any fine. Tuš explains that its decision to focus on Slovenian food growers was intended to emphasize freshness, which is directly linked to the proximity of production.

Sa. J., Tina Lamovšek/Radio Slovenija

Translated by J. B.