An advert for Old El Paso tortillas has drawn criticism from an older viewer who labelled the Danny Trejo fronted commercial as "very disturbing" and "horrifying".
Trejo is known for portraying tough guy characters on film and screen, in the Old El Paso advert he pulls a tablecloth from a dinner table and says "amigos, it's time to ditch the dull dinners".
His demeanour has led to a complaint being put forward to the Advertising Standards Authority by a 70-year-old who wants the advert removed from air.
An advert featuring has been described as "menacing", "horrifying" and "very disturbing" in a complaint to the (ASA).
"It appears to me that had the man been home in a setting he may have been on drugs e.g. methamphetamine," the complaint says.
"It doesn't promote community standards for dining together; rather it suggests it could be a violent occasion to be avoided.
"It promotes violence, undue aggression, and menacing or horrifying elements likely to disturb and may encourage anti-social behaviour."
"As a 70-year-old I found it very disturbing."
After looking at the complaint the ASA ruled that the advert relies on humour and no one else in the commercial is concerned with the actions of Trejo's character.
The ASA concluded the ad was unlikely to support or encourage unacceptable violence or cause serious or widespread offence.
Therefore, the Chair ruled there were no grounds for the complaint to proceed.