Powerade ad banned on health and safety grounds - Brand Republic News - Brand Republic

Powerade ad banned on health and safety grounds - Brand Republic News - Brand Republic: "Powerade ad banned on health and safety grounds"

by Jennifer Whitehead Brand Republic 01-Aug-07, 08:30
LONDON - A TV ad for Powerade has been banned by the advertising watchdog because it featured a cyclist not wearing reflective clothing and cycling without any lights.
The ad was created by McCann-Erickson and shot in a fly-on-the-wall style, following a man training for his first triathlon.
One viewer complained that the cyclist appeared to be riding at either dusk or dawn, and that cars on the same road he was riding on could be seen with headlights on.
The viewer complained that the ad might be seen to be condoning behaviour "prejudicial to health and safety", because the cyclist was not wearing safety clothing or using lights.
McCann Erickson said that the ad had actually been filmed during the afternoon but that because it was shot without lighting equipment, it looked later in the day. It assured the Advertising Standards Authority that safety precautions had been observed when filming, and that the bike was fully visible to traffic.
However, the ASA decided to uphold the complaint. It said "the ad could give the impression that reflective clothing or lights were not required when cycling in conditions of poor visibility".
The ad was found in breach of the CAP Broadcast Code rule regarding health and safety. Powerade owner Coca-Cola has already said it has no plans to show the ad again.