03/12/2002 "Advert’s anti-gay kiss message investigated"

Advert’s anti-gay kiss message investigated
By Sherele Moody (Melbourne Star)

The advertisement shows a male wrestler, with eyes closed, trying to kiss a female fairy, who is giving him a can of soft drink.

Their lips almost touch, but the wrestler opens his eyes to find the female fairy has turned into his male opponent. The wrestler head butts him in the face instead.

Michael Barnett, who registered a complaint with the Advertising Standards Bureau, said the advertisement “conveys a somewhat unsubtle message that it's OK to be violent if a guy tries to kiss you if you're male”.

“Sure, this is a soft drink advert but the message it is giving is none too subtle and reinforces homophobic attitudes,” Mr Barnett said.

Pepsi Marketing Director Darren Borg said the advertisement was never meant to offend. “The add was meant to be humorous, not offensive,” Mr Borg said. “Pepsi is very supportive of the gay and lesbian community and we take it seriously that the advertisement offends.”

The Advertising Standards Bureau has asked for a copy of the advertisement and the company’s comments on the content.

An Advertising Standards Board spokesperson said the advertisement may contravene the Advertiser Code of Ethics, which covers negative portrayal of a person or community groups because of sexuality, race, ethnicity, nationality, sex, age, religion, disability or political belief.