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Monday, August 25, 2008

Orangina advert 'too sexy'

An Orangina advert in which animals wearing tiny bikinis and gyrate around poles has drawn complaints from viewers.

The 60 second advert for the soft drink centres around a love story between a doe and a bear, with a finale of shots of Orangina bottles exploding between the thighs of zebras and squirting on to the breasts of other animals.

The Naturally Juicy advert, created by a French ad agency, has attracted criticism from children's charities and equal rights groups. Claude Knights, director of children's charity Kidscape, said: "Orangina is a drink which is mainly aimed at children and young people, but this new advert places the product in a very sexualised and provocative context.

"The almost sinister portrayal of animals in an animation style filled with sexual innuendo leads to very mixed and confused messages."

She said the charity were worried that it was another example of using sexual images to sell products to children.

The Advertising Standards Agency (ASA) has received 147 complaints, after the commercial was first screened on August 1 on E4 during an episode of How to Look Good Naked. A spokesperson said they had not decided whether to investigate the advert, which is due to be shown post watershed throughout August.

The adverts was based around the idea of "pulpeuse", which in French means both "containing pulp" and also "voluptuous" or "sexy".

Dr Pepper Snapple Group, which owns the brand, was unavailable for comment.