French Connection gives FCUK a rest

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[London] French Connection is dropping its notorious longtime FCUK tagline in a September ad campaign, but the company denied plans to ditch the controversial acronym permanently. According to industry reports, the fashion brand's agency, Omnicom Group's TBWA London is breaking a 60-second TV and cinema commercial satirizing advertising. The move comes two months after the Advertising Standards Authority media regulator ordered all French Connection poster ads be pre-vetted for the next two years in response to complaints about offensive language.

In the new spot a voice-over asks "You weren't influenced by the advert, were you?" and the end line "Don't you just hate being influenced by a great big offensive logo at the end?" is followed by a black screen. The campaign also refers teasingly to the FCUK slogan with phrases like "Don't make us say it." French Connection confirmed that an "exciting and different" campaign breaks Sept. 20. A spokeswoman said it's "more than likely" the FCUK tagline will be used again in ads.