A cheeky ad for Queenstown restaurant threesixty has been declined by Allied Press due to its “unsuitability.”

The ad features a group of carrots covering a lady’s nether regions, with the text “Grown down south – excite your taste buds with our South Island food” (see ad below).

Threesixty booked space in the Queenstown Times section of the Otago Daily Times but was blocked from placing it once ad staff saw the creative.

An Allied Press advertising representative contacted threesixty to inform it that the Dunedin office had deemed the ad “too suggestive” for their publications.

“Part of the issue is the picture, but the combination of the picture and the words “excite your taste buds” and “down south” and “have a taste” is also a problem,” a rep told threesixty.

“The Advertising Standards Authority has been coming down very hard on publications for advertising of this style lately, so the powers that be are unwilling to push the boundaries.”

Under Basic Principle 5 in the ASA Codes of Practice, advertisements should not portray people in a manner that uses sexual appeal simply to draw attention to an unrelated product.

Threesixty’s agency Swordfox had to redesign the ad at the last minute, replacing the female image with a deer whose rump is branded “Grown down south”.

Threesixty representative Alexa Forbes of Southern Public Relations told NBR the Lakes Weekly Bulletin has already run the ad and no complaints have been received so far.

The ad is anticipated to run today in the Mirror, a Fairfax local weekly.

Ms Forbes confirmed that further ads will use the new graphic, as the restaurant isn’t aiming to offend anyone.

“While they’re happy to play close to the edge of the rules, they don’t want to overstep the line.”

Threesixty, along with Swordfox, were attempting to create an emailable viral campaign with a good level of interaction that would capture people with humour.

The campaign was intended to reward people who have recommended the restaurant to their friends. They would then receive benefits, including a gift from Amisfield Winery.

“It was designed to bring together and showcase the facts that the restaurant uses the best local suppliers, partners with an award winning winery and has the ability to have a wee giggle.”

Click here to see the campaign online.