A commercial for Coke Zero has left parents fuming, reports the Gulf News. The commercial, running on regional television channels, shows a youth trying to convince another to jump off the roof of a building.
Parents have taken offense to the ad claiming it encourages children to perform dangerous acts, says the report.
N. Al Jaouni, a Jordanian resident, tells Gulf News, his five-year old son asked him if he too could jump off a building after seeing the commercial. "I changed the channel immediately and told him not to pay attention to such ads. This is worrying, especially after we hear so many stories about children jumping off buildings," he says.
The advertisement shows two Egyptian youths on the roof of a mid-rise apartment building. One of them stands with makeshift wings attached to his outstretched arms, ready to jump, while the other sits beside him, saying that if Coke can do the impossible, then so can he. A few seconds later, the seated youth is seen alone on the roof, looking down and laughing.
Coca Cola is trying to defend its stance, saying that the commercial is aimed at young men, the target market for the drink. The beverage company says the campaign was not shown on children’s’ channels.
The advertisement airs on Arabic channels such as MBC 1, LBC, Rotana and Al Rai, as well as MBC 2 and MBC Action, which are primarily in English.
"It is a tongue-in-cheek ad that captures the brand essence of Coke Zero," says Amer Ahmad, Public Affairs and Communications Manager at Coke Middle East.
Mounir Harfouche, managing director of advertising agency Lowe Middle East and North Africa, says that while he could understand the concerns of parents, the commercial itself was not irresponsible.
"The campaign is obviously using extreme humor... This humor, when exaggerated, does not become believable or close to reality. In fact, there is zero serious intention," he says.
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