October 2008
Two commercials for Coca-Cola's Oasis fruit drink have been banned because they appear to condone underage sex and teenage pregnancy, the advertising watchdog said.
The Advertising Standards Authority upheld 32 complaints about the television ads, which feature young lovers called Cactus Kid and Cactus Girl who elope after she falls pregnant.
Based around the slogan "For People Who Don't Like Water," the ads' hero is a muscular man with green skin and spines covering his body like a cactus.
He runs away with his newly pregnant girlfriend, leaving behind her angry mother at home in Kansas. In one advert, the girlfriend says in a voiceover: "I reckon now she knows how I ended up getting sunburn on the bottom of my feet."
The watchdog said the reference to her pregnancy was unacceptable as Cactus Girl appears to be in her early teens.
"Because the ad could be interpreted to condone underage sex and teenage pregnancy, the innuendo was inappropriate and likely to cause serious or widespread offence," it said.
Although the adverts were intended to be funny, their emphasis on having a sugary drink instead of plain water was irresponsible, it added. One ad said: "Cactus Kid would no sooner try and milk a she-wolf than touch him a glass of water."
The watchdog said it broke advertising rules because it could discourage children from having a healthy diet. The commercials must not be shown again in their current form.
Coca-Cola said it did not mean to cause offence. The ads were aimed at people in their 20s who would like their "edgy humour."
The character of Cactus Girl is 20 and was played by an actress aged 22. The bizarre theme distanced the adverts from reality, it added. The adverts were not meant to encourage people to replace water with Oasis in their diet.
............................................................................
Read COCA-COLA ARTICLES on TAXI Design Network
............................................................................
Want to see what 24 hours of creative awesomeness look like? Click here.
This news message is supported by The Creative Finder, an online platform for photographers, illustrators, designers, and art directors to promote their portfolios towards new clients and collaborators. Creatives who wish to sign up for an account can save 10% off annual fees with promo code 'designtaxi'.
