Not Baygon

Not Baygon

This is to refer to your article The elusive ethics of
Indonesian advertising written by T. Sima Gunawan which appeared
on your newspaper on Sunday, Nov. 5.

In this article, you stated that "A TV commercial for Baygon
mosquito coils has a popular artist boasting that the product
'smells good'." Then you went on to say that this visualization
is misleading because of the harmful fumes from the burning
mosquito coil.

I think you have mistaken the Baygon mosquito coil TV
commercial with another mosquito coil TV commercial. The Baygon
mosquito coil TV commercial does not show a popular artist
boasting that the product smells good. What is shown is a man
sleeping with his mosquito coil placed on the foot of the bed,
while a male voice-over announces that Baygon is now more
fragrant.

Bearing in mind that your article has created negative
publicity for Baygon mosquito coils, we would like you to release
a statement rectifying the false assertion.

MAYA PURBO

Account Supervisor

Perwanal/DMB&B

Jakarta

Note: You are right. We apologize for the error.

-- Editor