BRIT High Street giant Poundland is bringing back its very naughty elf for Christmas, despite it being banned.
The major retailer sparked fury last festive season when it launched its sexual ad campaign featuring a filthy elf.
Poundland promoted its Christmas presents by posting pictures on social media of the “#ElfBehavingBadly” in sex positions.
One scene showed it dangling a Twinings tea bag over a female doll asking: “How do you like your tea? One lump or two?”
Another showed it playing cards with two naked female dolls, saying: “Joker, joker, I really want to poker.
“We have confirmed the advertising regulator’s worst nightmare”
And a third showed the elf in bed with two dolls next to a pack of “Nooky” sex-enhancing pills sold by Poundland, with the caption: “It’s ’Tw-elf’ o’clock, which means it’s time to get naughty… and today it means our Elf gets some Nooky!”
But the advertising watchdog ordered Poundland not to use the ads again after receiving 85 complaints over the pictures.
The Advertising Standards Authority said at the time: ”We concluded the ads, which depicted the toy figures in a sexualised manner and appeared in an untargeted medium where they could be seen by children, were irresponsible and were likely to cause serious or widespread offence.”
Yet Poundland has today risked fury with the watchdog by announcing the return of the elf – and worse still, the introduction of his new “friend with benefits” called Elvie.
The retailer quotes “Elf” as saying “cryptically”: “I know I’m not everyone’s cup-of-tea-bagging, but you just watch how I can bring a tear to the nation’s eyes.”
Poundland has also revealed the marketing budget for its Christmas campaign has tripled from £25.83 to £76.59.
A spokesman said: “Poundland have confirmed on its Facebook and Twitter feeds that the advertising regulator’s worst nightmare, the naughty elf, would return to take over the retailer’s social media channels from December 1.
“To make matters worse, Poundland also confirmed bosses had agreed to increase significantly the risk of offending snowflakes. It intends to triple the marketing budget for its 2018 campaign from £25.83 to £76.59 and introduce a second, female elf character – Elvie, alongside its original £2 Elfie to double the impact – a new friend with all sorts of benefits.
“After the controversy of its infamous inaugural elf campaign in 2017, Elfie was released from Wormwood Scrubbers earlier this week after thousands of fans signed the petition for his right to freedom.
“Despite undergoing Anti Smut Alleviation (ASA) therapy while banged up, it remains to be seen whether Poundland’s Elf will emerge a reformed character and take what may well be the last chance to redeem himself.
“Confirmation that Elfie will return with a dramatically increased budget will strike fear into some of Britain’s struggling retailers, who’ve already splashed the cash on big name stars like Elton John and Take That this Christmas.”
Revealing last year’s naughty ad campaign generated increased sales, the spokesman added: “In 2017 the £25.83 Poundland spent on Elfie helped it generate a significant increase in sales in its golden quarter – a return on investment that frankly left investors in traditional retailers in a state of shock.
“Poundland has hinted Elfie and Elvie may make a joint appearance when posh retail rivals release their budget-busting, tear-jerking Christmas TV ads next month.”