Coke pulls TV ad where women are seen as sexual toys for men

May 4th, 2009 - 4:39 pm ICT by ANI  

Melbourne, May 4 (ANI): Global soft drink giant Coca Cola has been forced to withdraw a television advertisement that suggests women should be available for sex whenever men want it.

According to a Herald Sun report, the Advertising Standards Bureau found the advertisement inappropriate, especially when children were watching television.

It was the second embarrassment in a month for Coke after it had to correct health claims in print ads featuring actor Kerry Armstrong.

The latest controversy erupted over a Coke Zero ad, titled “Break up as it should be”.

In the ad, a “hero” man who is breaking up with his girlfriend at a roadside cafe is suddenly surrounded by pole dancers.

His dumped girlfriend acknowledges the man doesn’t want to be with just one woman, then offers: “Just call me when you want to have fun.”

A series of complaints to the advertising watchdog argued the ad degraded women and promoted casual sex for men.

But Coke said the production, aimed at young men, was “an exaggerated look at a very common fantasy” and designed to be light-hearted and tongue-in-cheek.

“We certainly did not mean to cause offence,” Coke said in a statement to the bureau.

Coca-Cola spokesman Kelly Brooks said the company had taken complaints from the community very seriously and withdrawn the ad several weeks ago. (ANI)

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