Outrage as pizza ad features famous dead

A pizza company which used an advert featuring the dancing dead bodies of the Queen Mother, actor Heath Ledger and Everest conqueror Edmund Hillary apologised today.

New Zealand’s Hell Pizza also withdrew the animated internet ad which was put out two days before Halloween.

In it the three skeletons emerge from graves and dance together to the tune of Michael Jackson’s 'Thriller'.

Hillary's son Peter Hillary said his father’s death was still recent and “pretty raw” and the animation was in “extremely poor taste”.

The company’s head of marketing Rachael Allison said it was part of an email campaign targeting existing customers.

“I think that’s us talking to our loyal consumers. Obviously someone from the press has got hold of it and put it on TV. So that’s a risk we have got to take. This was always intended to be a humorous communication around Halloween.”

Ms Allison said the animation was meant to bring back some much loved and missed people from the dead. It was Hell’s way of honouring them.

Ms Allison said Hell’s advertising was known for its controversial communication and a lot of people loved it.

“Interpretation of this is always up to individuals and we are always mindful of that and always keep an eye on our tone of voice and try to keep on top of that.”

Hillary and Ledger died in January this year and the Queen Mother died in 2002.

Hell Pizza has previously used a poster ad featuring Hitler saluting with a pizza in his hand.