Advertisers need to look beyond money |
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The recent outcry by parents in reaction to an advertisement, which shows a youth persuading another to try to fly off the roof of a building, has raised the need for responsible advertising.
"Companies and advertisers need to look beyond their objective of simply selling their product and popularising brands," said a prominent member of the UAE Chapter of International Advertisers Association (IAA).
The debate is in context of the recently-aired TV commercial of Coca-ColaCoca-Cola
's zero-calorie drink on a regional channel. The commercial shows two young boys on top a building contemplating flying off the roof with make-shift wings. His companion seems to be encouraging him, saying that if CokeCoke can do the impossible, then so can he. Following this, you see the lonely youth looking down and laughing.The advertisement is aired on Arabic channels including MBC1, LBC, Rotana and Al Rai, as well as English language channels MBC2 and MBC Action.
In defence of the advertisement, Coca-ColaCoca-Cola
iterated their stance on social responsibility and stated in a local media that the commercial is not aimed at children and is not beamed on any of the children's channels."It is a tongue-in-cheek ad that captures the brand essence of Coke Zero," said Amer Ahmad, Public Affairs and Communications Manager at Coke Middle East.
A representative for the UAE chapter of IAA, on the condition of anonymity, said "Advertising companies in the region face a tough challenge of abiding by the norms of the client and have little in the brand communication message or its tone."
"Especially in the case of international brands, regional advertising companies contribute only to localising the campaign and seek approval from local and principal representatives," he said.
"The onus is on advertisers and industry professionals to decide on the sensitivities of issues," voiced another professional from a Dubai Media City-based advertising company.
"There are no regulations and in the absence an authoritative body, advertisers and brands can get away with a lot more than they can any where else in the world," he said.
To understand the complexities of the situation, the CokeCoke
ad in question is conceptualised and produced in Egypt, aired on a Saudi-owned TV channel, watched by the pan Arab audience. Complexities in such cases have crossed all borders and it becomes to hold any one entity responsible.The irony is that most professionals approached on the subject did support the cause and intentions to promote responsible advertising, but none could state their opinion in official capacity, disclosing their identity.
CokeCoke
has in the past faced similar protests in India, when one of their locally-acquired brands, Thums Up, showed characters bungee jumping to reach down and grab a bottle. Following the release, two children attempted the same and lost their lives.As a result, Coca-ColaCoca-Cola
India released the same ad with a warning stating "stunts in this commercial are performed by trained professionals and viewers are advised not to try the same".This was the first such instance when a company took responsibility to educate the viewers and warn against stunts performed in such advertisements.
"This was a new twist in the Indian advertising world and the agency and the company were appreciated for taking this route," says Anurudra Bhanot of Akriti, a leading media house based in New Delhi.
By Vigyan Arya
© Emirates Business 24/7 2008
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