Channel Nine has hit back at activist group Greenpeace following allegations it had banned the organisation's ad - which featured dead birds dropping from the sky - without an explanation. The broadcaster has now said it was deemed "offensive" to viewers.
Greenpeace this morning issued an attack Channel Nine claiming it had taken money for the booking and then decided not to air it. It argued Nine had refused to comment on the reasoning behind its decision.
Greenpeace campaigner Reece Turner speculated it was generated by Coke "bullying politicians into blocking cash for containers". "Australians have a right
to know what Coke is doing to our environment," he said. "It’s just a pity
Channel Nine don’t have the guts to tell the truth.”
However, this isn't the case, according to Channel Nine director of sales and marketing Peter Wiltshire. “We had no issue in taking the original booking from Greenpeace but on reviewing the content we deemed it to be offensive to our viewers and so advised the client we would not proceed with the placement on the network," he told AdNews. "We have refunded the original deposit."
The commercial was aiming to rally public support for the national 'Cash for Containers' recycling scheme, which refunds consumers 10 cents for each container recycled. Greenpeace took aim at the global firm for trying to crush the scheme, claiming it would have positive effects on the environment such as reducing the deaths of marine birds.
Coke reportedly believed the refund given to consumers - put in place by the Northern Territory Government - would act a new tax on its products and could hurt sales, among other things. It sided with Schweppes Australia and Lion earlier this year to launch legal action against the NT Government. The proceedings - which took place in Sydney Federal Court - resulted in the judge siding with the global firms. This ignited backlash from Greenpeace, Clean Up Australia and many angered consumers.
The television spot against Coke -
which aired earlier this month and followed a series of full-page
print ads in major newspapers - urged people to support it so it could
air on television. It aimed to target premier Barry
O'Farrell in particular during Friday night football.
The ad mirrored
the style and concept of previous Coke campaigns, starting with a
group of young people on a beach consuming the soft drink. It then
went silent and showed several dead birds dropping from the sky onto
the sand.
Turner said: “They took the money
and now they’ve bottled it. There’s something seriously wrong
when TV networks are happy to show gambling, rape and pillage, but
are too afraid to air an ad for recycling.” He added: It does not look like [Channel Nine] will respect the right of Australians to be heard.”
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 amykellow@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.