No swear bear: Paddington M&S Christmas ad in the clear
The ad does not include a single swear word, the UK's advertising watchdog has determined.
The retailer's big-budget festive campaign features Britain's favourite bear inadvertently saving Christmas for his neighbours, mistaking a bearded burglar in red for Santa and assisting him in returning all of the stolen presents back to where they belong.
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Hide AdBut the ad caused an uproar after viewers believed they heard the burglar making the final parting comment: "F*** you, little bear."
M&S was forced to defend the ad, with a spokesman saying it was "clear" that the words are "thank you, little bear".
A spokesman for the Advertising Standards Authority (ASA), which received a total of three complaints about the ad, said: "Whilst we appreciated that some viewers may have misinterpreted this, the ad did not contain a swear word and therefore did not break the rules."
He added: "There were no grounds for an investigation."
The retail giant partnered with StudioCanal to bring to life this year's offering ahead of the release of the latest film Paddington 2.
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Hide AdCreated by Grey London, the ad features Ben Whishaw as the voice of Paddington, and also sees a cameo appearance by veteran newsreader Angela Rippon.
Grey London chief executive Leo Rayman said: "Who would think we would allow a small, loveable little bear to be sworn at? The campaign is a celebration of family generosity and Christmas spirit. Of course we wouldn't put a swear word in a Christmas TV ad.
"It's funny how some people react to Christmas advertising."