Oh dear. Those brains behind the Levi jeans ads are in hot water again. A recent campaign showed an advert which made fun of three incompetent armed robbers. However, it incurred the wrath of almost 100 viewers who claimed it trivialised violence and was upsetting to victims of crime.

The British Independent Television Commission said the advert led to complaints from 92 viewers, including counsellors and victims of violent crime, as well as some complaints that it was shown the day that news broke of the Denver school shootings.

The advert depicted an armed raid on a supermarket in which two young customers wearing Levi's Dockers were forced to kneel on the floor before the robbery went wrong.

The bungling burglars dropped the magazine from their gun, the goods they were trying to steal, and the stockings on their head split, revealing their identities to a security camera under the slogan "Life's too short for things that don't last".