Law firm promises not to ‘f’ around again

A RISQUE, tongue-in-cheek advertisement by one of Namibia’s gutsier legal firms that has raised a stink amongst some of its peers and the public had the firm issuing a public apology last week.

The arrangement of the letters “fcuk” will, figuratively speaking, no longer be crossing the lips of Metcalfe Legal Practitioners – in print at least – after the firm faced not only a copyright complaint, but also some uptight reactions from the public and the ire of the Law Society of Namibia over an advertisement in which these letters featured in a starring role. The firm placed an in-your-face newspaper advertisement, featuring a sketch of a raised middle finger salute and the words “When FCUK you just doesn’t cut it”, to advertise its services near the end of March.”Sometimes legal action is the only way to resolve something,” it was stated in the text of the ad.The firm also had newspaper ads under the slogan “We will fight for you” published last year.A few days after the end of March advertisement, though, a follow-up ad was placed in which the firm apologised “for the use of ‘FCUK’ in our previous headline since it has been brought to our attention that it is a trademark name”.’FCUK’ is a well-known trademark in the international fashion industry.Presenting an obvious challenge to dyslexia-prone moralists who are short on a sense of humour, it is an abbreviation of the name of the firm French Connection United Kingdom, which makes clothing and a toiletries range, including ‘fcuk’ perfume.For Metcalfe Legal Practitioners, however, a whiff of ‘FCUK’ in print has raised a stink.Not only did its ad stumble over the trademark issue, but a week after the ad had first appeared in print, the Law Society of Namibia placed a newspaper advertisement in which it announced that it had received “several complaints” regarding the ads placed by “a certain legal firm”.The Law Society itself found the ads to be “in bad taste” and therefore in breach of the advertising guidelines set by the Law Society’s rules, it was stated.The Law Society further announced that it had decided to refer the matter to the Statutory Disciplinary Committee “to investigate charges of unprofessional, unethical and/or untoward conduct on the part of the legal practitioners involved”.In the same edition of The Namibian in which that advertisement of the Law Society was placed, another ad from Metcalfe Legal Practitioners was published.This time, its main text read: “strong + strong = fcuk’n strong.When you need a lawyer to fight for you we will.Metcalfe Legal Practitioners incorporating Gert H.Olivier Associates”.Metcalfe Legal Practitioners will now no longer ‘fcuk’ around, the firm announced in a media statement last week.”The recent hysteria in the legal profession occasioned by our ‘FCUK’ advertisement campaign is noted with regret,” the firm stated.The campaign was undertaken with the input of the advertising company Hunt-Lascaris TBWA, and “(i)t was intended to be light-hearted and to invoke a measure of humour”, the firm commented.”Unfortunately the ‘FCUK’ campaign has allegedly occasioned the umbrage of some members of the public and the ire of the Law Society of Namibia.It has also received numerous positive comments from the broad public and compliments at its bold attempt at humour in what is regarded by many as a staid and boring profession,” the firm stated.The firm further stated that it “unequivocally and unreservedly apologises to all persons whose sensitivities have been offended” by the ‘FCUK’ campaign.In the light of its controversial nature, the campaign has been withdrawn, and the firm will now embark on an alternative ad campaign, the firm said: “It was never the intention of Metcalfe Legal Practitioners to be offensive in any manner.”The firm placed an in-your-face newspaper advertisement, featuring a sketch of a raised middle finger salute and the words “When FCUK you just doesn’t cut it”, to advertise its services near the end of March.”Sometimes legal action is the only way to resolve something,” it was stated in the text of the ad.The firm also had newspaper ads under the slogan “We will fight for you” published last year.A few days after the end of March advertisement, though, a follow-up ad was placed in which the firm apologised “for the use of ‘FCUK’ in our previous headline since it has been brought to our attention that it is a trademark name”. ‘FCUK’ is a well-known trademark in the international fashion industry.Presenting an obvious challenge to dyslexia-prone moralists who are short on a sense of humour, it is an abbreviation of the name of the firm French Connection United Kingdom, which makes clothing and a toiletries range, including ‘fcuk’ perfume.For Metcalfe Legal Practitioners, however, a whiff of ‘FCUK’ in print has raised a stink.Not only did its ad stumble over the trademark issue, but a week after the ad had first appeared in print, the Law Society of Namibia placed a newspaper advertisement in which it announced that it had received “several complaints” regarding the ads placed by “a certain legal firm”.The Law Society itself found the ads to be “in bad taste” and therefore in breach of the advertising guidelines set by the Law Society’s rules, it was stated.The Law Society further announced that it had decided to refer the matter to the Statutory Disciplinary Committee “to investigate charges of unprofessional, unethical and/or untoward conduct on the part of the legal practitioners involved”.In the same edition of The Namibian in which that advertisement of the Law Society was placed, another ad from Metcalfe Legal Practitioners was published.This time, its main text read: “strong + strong = fcuk’n strong.When you need a lawyer to fight for you we will.Metcalfe Legal Practitioners incorporating Gert H.Olivier Associates”.Metcalfe Legal Practitioners will now no longer ‘fcuk’ around, the firm announced in a media statement last week.”The recent hysteria in the legal profession occasioned by our ‘FCUK’ advertisement campaign is noted with regret,” the firm stated.The campaign was undertaken with the input of the advertising company Hunt-Lascaris TBWA, and “(i)t was intended to be light-hearted and to invoke a measure of humour”, the firm commented.”Unfortunately the ‘FCUK’ campaign has allegedly occasioned the umbrage of some members of the public and the ire of the Law Society of Namibia.It has also received numerous positive comments from the broad public and compliments at its bold attempt at humour in what is regarded by many as a staid and boring profession,” the firm stated.The firm further stated that it “unequivocally and unreservedly apologises to all persons whose sensitivities have been offended” by the ‘FCUK’ campaign.In the light of its controversial nature, the campaign has been withdrawn, and the firm will now embark on an alternative ad campaign, the firm said: “It was never the intention of Metcalfe Legal Practitioners to be offensive in any manner.”