Advertising creative Trevor Beattie has provoked controversy again after one of his posters for a Sky One drama showing a woman holding a decaying limb was branded "sickening, offensive and disturbing".
Mr Beattie, who made his reputation by creating the FCUK logo for French Connection, created the poster for the forensic drama Bones, which shows a man facing a woman who holds a boot with a rotting shin bone poking out of it.
"Their eyes met across the decomposing corpse of a homicide victim" reads the slogan for the poster, suggesting a romance between the two characters in Sky One's big new drama hope for January, which features ex-Angel star David Boreanaz.
"It arrived on a hoarding opposite my kitchen window, a shock during breakfast preparation," one complainant told MediaGuardian.co.uk.
The Advertising Standards Authority has received 10 complaints since the posters were erected on Tuesday.
"Complainants have objected that the image is too explicit, is sickening, offensive and disturbing," a spokesman said.
"We're assessing the complaints to establish whether or not we need to launch an investigation."
A Sky spokesman said it had not received any complaints.
"The images from the poster executions are representative of the content, in particular the dark humour seen in the programme and certainly not an attempt to be controversial for controversy's sake," he said.
Mr Beattie resigned from TBWA/London where he had worked for more than a decade, last year to start Beattie McGuinness Bungay with fellow TBWA executives Andrew McGuinness and Bil Bungay.
BMB won the Sky One account late last year from rival agency Wieden+Kennedy.
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