The advertising campaign by Woo, which mimicked the jailbreak from the Vale de Judeus Prison and sparked outrage among prison guards, is being pulled from the air, an official source from the telecommunications operator confirmed.
In a statement, Woo, a brand under NOS, defended that the campaign was “designed in a humorous tone,” which they claim is “customary” in their communications, aiming to depict everyday situations, “not as a criticism.”
“We sincerely regret that the campaign was interpreted differently than intended and confirm that we have already ordered its removal,” the operator stated.
Additionally, Woo emphasized their “utmost respect for the work of prison guards and the fundamental role they play” in society, adding, “It was never our intention to offend or devalue their work.”
The controversial advertisement was launched last Friday. It depicted a prison guard on a mobile phone while five inmates scaled a wall behind him. A voiceover stated, “When you’re not satisfied with your job, at least be satisfied with your internet connection.”
The advertisement drew criticism from the National Union of the Prison Guard Corps, which decided to file a legal injunction against the company. Frederico Morais, president of the union, said the advertisement “mocks a serious situation.”
“The prison guards are offended, and rightly so. They have always been considered guilty in the escape situation at Vale de Judeus without being at fault. Now, two days after suspicions of corruption [in several Portuguese prisons], this advertisement appears. It is regrettable, and we consider it to be a lack of ethics. In advertising, as in other professions, not everything is permissible,” he emphasized.
Woo’s campaign replicates the Vale de Judeus escape. It shows a guard ‘glued’ to his mobile while five inmates climb a wall. Union accuses the company of “mockery” and “lack of ethics.”
09:38 – 14/04/2025
It should be noted that five inmates escaped from the Vale de Judeus Prison on September 7, 2024. They were recaptured within five months.
