The Love That Dare Not Advertise Itself
I wasn’t a huge fan of Coke’s Oasis Cactus Kid campaign because it seemed a bit heavy-handed in the “look at how wacky this is” to ensure YouTube virility. I do give them props for trying to create deeper content than a simple flash in the pan and will say that it appears to have been effective for them. That is until a bunch of stodgy, dour Brits complained to the stodgy, dour Advertising Standards Agency.
For those not familiar with the ASA it is a watchdog group composed of genetically engineered jobsworths. Created in a secret WWII bunker to be devoid of a sense of style or humour while gifted with an oppressively heavy messianic complex to save the innocents from the evils of humour, satire and cleverness they ruthlessly crush evil advertisements wherever they find them (in the UK).
Among the 32 complaints, eight viewers said the girl appeared to be a minor and therefore the ad condoned underage sex, eleven said the ad condoned teenage pregnancy and another six objected that the ad had been inappropriately scheduled because it could be seen by children and young people.
Ten objected that the ad suggested Oasis is a substitute for water and disparaged good dietary practice.
The advertising watchdog, upholding all complaints, says viewers are likely to see “Cactus Girl” as in her early teens due to her youthful appearance and voiceover and therefore reference to her pregnancy is “offensive and inappropriate”, adding the ad could be interpreted as condoning underage sex and teenage pregnancy.
The ASA adds the line in the first ad “don’t mess around with no water” suggests water is being rejected and, while acknowledging the ad did not suggest Oasis was healthier than water, it does imply the drink could be a replacement for water.
In its judgement on the second ad, the ASA says it did show a rejection of drinking water and therefore suggests Oasis, a drink containing sugar, could be a replacement for water.The watchdog concluded the ad is irresponsible and could discourage good dietary practice.
B!C! PSA!
Kids, sex isn’t cool and neither is sugar. Stay in school.
Here’s all four of the adverts… If you can handle them. You have been warned.
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October 12th, 2008 at 11:32 pm
that cactus guy is freaking me out. lol
October 13th, 2008 at 5:39 am
This is really not fare, Because that girl seems to be a minor and more over the ad has crossed its limits presenting girl in this way.
October 14th, 2008 at 4:00 pm
LOL cactus guy is freaking funny to me
cash4gold
October 15th, 2008 at 12:48 pm
Haha I can’t believe it, those adds are wrong on every level yet funny!
October 17th, 2008 at 4:16 pm
That was pretty amusing. The cactus guy is ..
October 19th, 2008 at 10:41 am
Considering all the extra attention the ad campaign is getting, it’s fair to say it has been a success.
October 20th, 2008 at 3:28 pm
At first, I wanted to file this under WTF?, but after having a think and watching the ads again, it’s quite apparent that they’ve done exactly what they set out to do…create viral ads that get posted and reposted and make articles just like this.
October 20th, 2008 at 5:10 pm
Exactly! You talking about it = success!
October 21st, 2008 at 11:58 am
Success isn’t talking about an advertisement. Success is if you go out and buy an Oasis.
October 21st, 2008 at 3:38 pm
hehe, very funny stuff … and sad in a way.
October 21st, 2008 at 5:23 pm
If the cactis guy gets lucky, there is hope for me yet!
October 22nd, 2008 at 12:37 pm
Agreed… this is ridiculous. I often wonder if the people who complain about this sort of stuff are actually a little repressed. They obviously have sex on the mind a LOT more than the people they are trying to protect! Besides, the girl is quite clearly of legal age!
October 29th, 2008 at 10:34 am
lmao sure beats the oasis adverts we have in the UK.
I agree with Grumble, How does this girl look underage? She looks to be at least 18 or 20. It is common sense that a company would not use an underage girl in such an advert, so why bother complaining that shes underage when obviously she wouldn’t be?
October 29th, 2008 at 3:52 pm
To anyone talking about the power of advertising and the success of these ads: I direct you to Allen’s comment above. These are the UK ads. That’s why the ASA was able to come down on them.
October 30th, 2008 at 3:53 am
The only oasis ads I’ve seen are with that bald man who has the big nose :S I thought this was american hehe
October 31st, 2008 at 4:23 am
My favorite is when he uses his cactus needles to stick them both to the ceiling to hide from the cops!
thats hilarious! -M
December 1st, 2008 at 4:49 pm
I don’t know whether the girl is minor or not but it’s really not fair presenting her in that way is she is minor. the cactus guy is realy funny tough…lol!!!
December 14th, 2008 at 1:51 pm
The cactus guy having a baby IS funny! With regards to the complaints regarding this commercial, it’s unavoidable because there will always be contradictions for unusual campaigns such as this one.
December 15th, 2008 at 8:18 am
I agreed with the point that the girl appeared to be a minor and therefore the ad condoned underage sex but…….the cactus guy and the cactus baby is really funny!
January 5th, 2009 at 11:16 pm
They’re probably right on all counts, but really who cares?
January 17th, 2009 at 3:57 am
hmmm. i wonder if there is an equivalent organization to the ASA here in the states. if there is they certainly don’t seem to hold our adverts to such stringent standards.
January 17th, 2009 at 4:25 am
I think there is, I have forgot what it is called but it consists of many manic depressive moms. They write reviews and kick up fuss if someone makes a violent game and their kids play it and kill themselves.
January 28th, 2009 at 5:39 am
My problem with these ads is that there will now be a generation of kids who’s only plant biology knowledge comes from these ads, and will so think that cacti don’t like water.
January 28th, 2009 at 10:26 am
@Lumpy: At least the kids will know that cacti like young girls.
February 23rd, 2009 at 8:49 am
They must have busted this ad before i got chance to see it
I’ve never seen this on TV and i live in the UK (and watch alot of tv!). ASA goes hand in hand with all the crap we have to put up with here like silly laws. The kids who watch this have parents, are the ASA implying that the TV has more power than parents do? Who’d believe a soft drink as substitute for water.