'Disgraceful' CUB ad banned for discrimination against rangas

Lindsay Bennett
By Lindsay Bennett | 22 March 2018

An ad for CUB brand Rusty Yak has been banned by the ad watchdog for discriminating against people with red hair, or as more commonly known in Australia, rangas.

The ad, by Clemenger Melbourne, depicts a satirical public announcement from Yak Ales regarding the recent fictitious ‘discovery’ by Yak Ales of a ginger gene and draws an analogy to people with red hair.

The voiceover says that ginger bottles are ‘hiding’ in regular Yak Ale six packs and invites consumers to find one and claim a cash prize.

A complaint issued to the Ad Standards board slams the campaign saying it is "offensive" and "racist" and "encouraging bullying of a minority group".

"The campaign makes fun of people with ginger hair and portrays them in an inferior manner," the complainant said.

"It’s very offensive for the advertisement to be discriminating against those with red hair, suggesting that they need to ‘stop the gene spreading’ as if it were some sort of disease. Children already get bullied at school for having red hair, and advertisements like this only further encourage that type of bullying."

CUB attempted to fight off the complaints saying the ad was intended to be "humourous" and "light-hearted", but the Ad Standards board ruled the ad did in fact "vilify" and "ridicule" people with red hair.

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