The ad – ‘Break up as it should be’ – was deemed by the Bureau to be inappropriate for children, following a series of complaints to the advertising watchdog saying it degraded women and promoted casual sex for men.
“We certainly didn’t mean to cause offence,” said a Coke statement. The company said that the production, targeted at young men, was “an exaggerated look at a very common fantasy”, and designed to be light-hearted and tongue-in-cheek.
Even so, Coke has pulled the ad from television, and despite having asked permission to continue screening it on the internet and in cinemas, has bowed to the Bureau’s demands to have it completely discontinued or modified.
While accepting that most of the community would view the ad as lighthearted and humourous, it was ruled the ad “did not treat sexuality with sensitivity to the audience and timezone within which is was shown”.
Source: The Daily Telegraph
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