Kids' Orangina advert 'very sexualised and provocative'
London, Aug 25 : An advertisement of children's drink Orangina, which features
animals wearing tiny bikinis and gyrate around poles has attracted criticism from
viewers.
The Naturally Juicy advert, created by a French ad agency, has generated a wave of
criticism since it hit British TV screens earlier this month, with viewers, children's
charities and equal rights groups up in arms over its sexual - and, some believe, sexist -
content.
The 60 second advert that centres around a love story between a doe and a bear with a
finale of shots of Orangina bottles exploding between the thighs of zebras and squirting
on to the breasts of other animals were said to have proved particularly offensive.
"Orangina is a drink which is mainly aimed at children and young people, but this new
advert places the product in a very sexualised and provocative context," the Telegraph
quoted Claude Knights, director of children's charity Kidscape, as saying.
"The almost sinister portrayal of animals in an animation style filled with sexual
innuendo leads to very mixed and confused messages," Knights added.
She said that the charity were worried that it was another example of using sexual
images to sell products to children.
The Advertising Standards Agency (ASA) has received 147 complaints, after the
commercial was first screened on August 1 on E4 during an episode of 'How to Look Good
Naked'.
A spokesperson said they had not decided whether to investigate the advert, which is
due to be shown post watershed throughout August.
The adverts was based around the idea of "pulpeuse", which in French means both
"containing pulp" and also "voluptuous" or "sexy".
Dr Pepper Snapple Group, which owns the brand, was not available for comment.
--ANI
