Bulgarian bashing ad (Herringbone: Bulgarians)
An advertising spot that is part of a print campaign that describes Bulgarians as having "fingers like large salamis" was given the Silver Lion award at the Cannes Lions 2008 international advertising festival.
The spot, titled "Bulgarians", was made by M&C Saatchi Sydney for Australian shirt-maker Herringbone and competed in the clothing, footwear and accessories category.
It advertises hand-made shirts and uses Bulgarians as an example of bad tailors. It advises to "never buy a shirt made by a Bulgarian. For the finest detail only buy shirts made by tailors with small hands".
The advert also features a photograph of three muddy and scruffy-looking males, with the caption Bulgarian Haute Couture.
The first reaction on the advertising spot came from Saatchi&Saatchi Bulgaria on June 27 2008.
A statement signed by Saatchi&Saatchi Bulgaria' executive director Milin Djalaliev called upon Australia's M&C Saatchi who produced the spot to return the Silver Lion award.
M&C Saatchi Sydney has apologised for the ad.
Скандалната австралийска реклама, в която българите са показани като груби и недодялани беше отличена със сребърна награда в категорията "Преса" на фестивала в Кан.