Phones4U just lost themselves a potential customer in me for their latest ad (right – click to enlarge).

And they probably just lost the custom or potential custom of the more than 100,000 adults involved in Scouting (most of whom will be Scout leaders themselves – note for Phones4U: leaders, not “masters”), more than 400,000 young people (ranging between 6 and 25, the very age group Phones4U are aiming for!), plus their families. And not forgetting any former Scouts or volunteers.

The reason? This advert is a disgusting attempt to ressurect a stereotype of the uncool and unpopular Scout, ignoring the continual rise in the number of Scouts and the recent appointment of Bear Grylls as Chief Scout. It is offensive to anyone who is involved in the Scout Movement anywhere in the world (which, by the way, is more than 28 million people).

And, don’t forget, Scouting has plenty more young people who want to join but can’t due to a lack of adult volunteers.

This advert very nearly amounts to slander. It is only due the fact that the uniform worn by the model in this advert bears no resemblance to the real Scout Leader uniform except for the distinctive (and poorly tied) neckerchief and woggle that the Scout Association would not be able to sue. However, I have complained about it to the ASA, and you can do so as well here .

A reply to a compliant about this ad has elicited the following comment:

We like scout masters and in fact have a lot of respect for them and others who support the youth audience. The campaign is a humorous commentary about people’s obsession with popularity. It is meant to be a bit of fun and clearly not meant to be taken at literal face value, and we’re sorry if it’s caused you any offence.

Our focus has always been to target the youth market and the Great Deals For Popular People campaign is about Phones 4u offering great value deals. The aim of the campaign is to engage with our customers and reinforce what we’re about as a brand through fun, tongue in cheek advertising.

This advert was not “humorous” in the slightest. It is deeply offensive to anyone who dedicates hours of their free time to being a Scout Leader (not Master). And whoever your marketing people are, they should be fired for incompetence: there are so many young people involved in Scouting that this isn’t likely to boost your customer base at all!

Phones4U should immediately withdraw this advert from circulation and apologise – and preferably make a donation or arrange a sponsorship deal. Otherwise all Scouters should boycott them – and I certainly will.