Complaint: 17/230

Frucor Beverages Ltd, Television

Details

Complainants
advertisers
Frucor Beverages
Year
2017
Media
Television
Product
Food and Beverage
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/230
COMPLAINANT
L Watts
ADVERTISER
Frucor Beverages Ltd
ADVERTISEMENT
Frucor Beverages Ltd, Television
DATE OF MEETING
17 July 2017
OUTCOME
No Grounds to Proceed


Advertisement:
The television advertisement for Frucor V energy drink shows a tired
officer worker confronted with two miniature people representing the afternoon slump. The
characters send an email with a doodled picture of a bottom to all staff including the office
worker's manager. The office worker covers up by pretending he is speaking to a Russian
about a "bum virus", when confronted by his manager. He silences his manager by placing
a finger to his lips.

The Acting Chair ruled there were no grounds for the complaint to proceed.

Complainant,
L Watts, said: My husband and I saw the advert about 'The Afternoon'
drawing a bum-bum and showing his butt crack then 'taking over the guy's responses' so he
sends out his email out and being so rude to his employer...telling viewers to use V.
It is also part of a series of V ads which is equally irreverent and idiotic re unacceptable
human behaviours. That stupid V ad is also unsafe with worksite stupidity and people putting
tripping hazards in the way.
We would like to complain about these promoting gross and unacceptable work- place
behaviour that is unsuitable for our community...much less vulnerable young adults who
think this is normal work behaviour.

The relevant provisions were Code of Ethics - Rule 4, Rule 5; Code for Advertising
Food - Principle 1.

The Acting Chair noted the Complainants' concerns that the advertisement promoted
offensive and unacceptable workplace behaviour.

The Acting Chair said the advertisement before her, set in an office, intended a level of
humour around the mid-afternoon period when workers may be low on energy and more
easily distracted. The Acting Chair noted the use of hyperbole with the miniature characters
"After" and "Noon". She confirmed that while the advertisement was lacking in taste, it did
not meet the threshold to offend against generally prevailing community standards. The
Acting Chair ruled the advertisement had been prepared with a due sense of social
responsibility to consumers and to society.

Accordingly, the Chair ruled there were no grounds for the complaint to proceed.

The Acting Chair confirmed that the advertisement that raised issues of workplace safety
had been dealt with separately.

Acting Chair's Ruling: Complaint No Grounds to Proceed