Diet Coke Hunk's return cleared by ASA over 'irresponsible' complaint
Diet Coke’s revival of its ‘Hunk’ has escaped a ban from the Advertising Standards Authority (ASA) following a claim that it encouraged “irresponsible” behaviour.
The advertising campaign, created by BETC London, brought back the iconic Diet Coke Hunk, but drew one complaint from a viewer who said that it was “irresponsible” and likely to condone or encourage behaviour that could risk health or safety for its representation of women rolling cans towards the gardener in an effort to have him remove his shirt.
Coca-Cola explained that the advert was created to present people having fun, and that it was attempting to be “cheeky, sassy and humorous”.
Clearcast described the creative as “fantasy” but admitted that rolling the cans down the hill could be considered dangerous or antisocial, but did not believe that anyone could be hurt by the act. They also noted that the engine of the lawnmower was heard to slow down before the gardener reached for the can, and assumed, as the noise stopped, that so had the lawnmower.
The ASA agreed with the “fantasy” description and that the advert was meant to be ‘humorous’ and concluded that it did not condone or encourage ‘irresponsible’ behaviour and that no harm or offence was caused.
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BETC London
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