A television ad for home carbonation system SodaStream has been banned in the UK for being disparaging to big soda companies like Coca-Cola, but the spot has been cleared for viewing in Australia.
The global television campaign, which was created by US admen Rob Schuham and Alex Bogusky, was first aired in Australia last week. It has been airing largely on Network Ten.
The ad, which has a global media spend of $18 million, depicts literally thousands of soda bottles exploding after people use a SodaStream device. It ends with the commentary, “With SodaStream you can save thousands of bottles.”
It had already been aired in Australia, the USA and Sweden before it was banned in the UK this week.
The ad was pulled by UK body Clearcast, which claimed the spot could be seen to encourage people to not go to supermarkets to buy drinks. Clearcast said the ad denigrated the bottled drinks market.
When asked if the ad could also be banned in Australia for similar reasons, SodaStream Australia national marketing manager Laura Wilson said: “Will the new SodaStream TVC be banned in Australia? The answer is no. Aside from the fact that our TVC is already CAD approved, we are simply displaying an alternative way to living more sustainably and illustrating one of our product's benefits - the reduction of plastic bottle wastage.
“We believe that the Australian public are environmentally astute, and are supportive of any individual or organisation who works towards more eco-friendly options for consumers.”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.