The ad watchdog has dismissed complaints the latest execution of Oak's HungryThirsty campaign is homophobic, eighteen months after throwing out claims it vilified people with mental illnesses.
The TVC, set in a fairground, again features the angry Oak drinker, who was created by The Monkeys in the first campaign for Parmalat two years ago. While explaining the concept of 'HungryThirsty', he tells the audience that he wishes he'd given his son Oak milk as a child.
He says he doesn't have a son, then admits he does but that his son “works in real estate”.
While real estate agents might feel offended, the Advertising Standards Bureau (ASB) has received complaints the ad is homophobic and “insulting” to Australia's gay community.
“I was offended by the TV advertisement as it has homophobic connotations; in specific (sic) where he says I don't have a son, I do but technically he is in real estate,” a complainant wrote to the ASB. “This line is outrageous that it was allowed to be aired as it is insulting to the gay community of Australia.”
Parmalat dismissed the complaints, arguing the ad is “tongue-in-cheek” and neither “offensive” nor “crude”. The advertiser's response made no reference to the allegation of homophobia.
“The language employed in the advertisement is appropriate in the circumstances, given the target audience is 18 to 24 year old males, of whom a large proportion are 'blue-collar' workers,” Parmalat wrote.
The ASB dismissed the complaint, arguing “no reasonable person” viewing the ad would find it derogatory to the gay community.
“[The ad contains] no references at all to the gay community,” the ASB wrote in its ruling. “The man’s rejection of his son due to his profession ... is intended to be humorous.”
In the ruling, the ASB made reference to dismissed complaints received last year that the protagonist in the ads was a schizophrenic and that the campaign was “callous” and “degrading” to people with mental illnesses.
“The man in the advertisement talks erratically ... but the portrayal is not discriminatory towards people who suffer from mental illness,” the ASB wrote. “The advertisement ... [does] not depict material that discriminated against or vilified any person or section of society.”
The ad continues to air unaltered.
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