A 'SADISTIC' TV ad campaign filmed at Oxford prison has been rapped by watchdogs after more than 50 complaints from viewers.

The saucy commercial, for snack Pot Noodle, showed a male convict being forced to do naked press-ups in the prison yard by a 'comically sadistic' female warder.

In the final scene, the warder was seen pressing the prisoner's face into the mud with her boot.

Most of the 56 viewers who complained to the Independent Television Commission (ITC) objected to 'implied sadomasochism' and said it should have been shown later in the evening.

Some found the ad derogatory to men and objected to the portrayal of prison staff as 'sexually predatory'.

In its assessment, the ITC upheld six of the complaints and said full-length versions of the ad should not have been shown during children's viewing time.

However, it refused to ban the advert and said cut versions of the commercial could be shown when young children were watching.

A report said: "This was because the sexual content had been removed from these versions and the aggression was much reduced." The £11m ad campaign, directed by The Full Monty's Peter Cattaneo, parodied Hollywood blockbusters including The Shawshank Redemption and The Great Escape.

The prisoner was supposedly being punished after being caught eating a Pot Noodle in his cell.

Pot Noodle spokesman Diala Sanbar said the ad was taken off air last week after the firm was forced to cut it.

A new ad will be hitting TV screens in the next few weeks.

"It will still be risque but not quite as much," said Ms Sanbar.

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