Britvic has defended its controversial Tango TV ad, which was
banned by the Independent Television Commission (ITC) last week.
It said that it had received the backing of the Broadcast Advertisement
Clearance Centre (BACC) at all stages of the ad’s creation.
Britvic marketing director Andrew Marsden added that the ITC had put
forward no real evidence of the ad leading to bullying and had acted too
The ad, created by HHCL & Partners, features a plump cola drinker whose
house is invaded by a gaggle of ginger-haired golfers, repeating
everything he says through orange megaphones.
The man, tired of being taunted, caves in and drinks Tango. The theme
’Shout down non-drinkers’ supports a promotion to buy a Tango megaphone
for pounds 2.99.
Since the ad aired over a week ago, 67 complaints have been made to the
ITC. All were concerned that it condoned bullying.
Complainants included teachers, who fear copy-cat behaviour could occur
in schools. A spokeswoman for the ITC said it ordered the ad to be
pulled because it had ’serious concerns that the bullying techniques
could be emulated’.
But Britvic asserts that the ad was carefully tested before release,
resulting in 88% of young people and mums finding the ad ’funny’, with
none complaining of bullying issue. The BACC insisted that the ad be
shown after 9pm, but otherwise gave it the go-ahead.
Tango and HHCL have re-edited the ad without the ’bullying baldies’.
The new tagline is ’Tango, it’s nice’.