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| 7 Up Spikes TV Ad Blasted for Jail Rape Jokes |
| By Reuters |
| Published: 06/03/2002 |
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The makers of the 7 Up soft drink have yanked a TV commercial set in a prison off the air after protests from a convict rights group over its alleged jail rape allusions. The company pulled the 30-second commercial off the airwaves after the U.S. prisoner rights group, Stop Prison Rape, said the ad trivialized the 'serious physical and psychological injury' inmates suffer from sexual abuse. The ad, which was meant to be humorous, was part of a popular but controversial campaign credited with helping the 73-year-old 'uncola' shed its bland image and connect with a younger audience. It was the first time 7 Up canceled an ad for objectionable content, a spokeswoman said. 'This commercial was perpetuating the kind of callousness that allows sexual abuse to continue in so many prisons virtually unchecked,' said Stop Prison Rape Executive Director Lara Stemple. 'We're very glad to hear that 7 Up has decided to stop sending out the message that it's OK to laugh about rape when it involves people in prison.' The spot titled 'Captive Audience,' created by New York-based ad agency Young & Rubicam Inc., features 7 Up pitchman Godfrey in the slammer pitching the drink to inmates. At one point, Godfrey, a comedian who goes by the single name, is walking down a row of cells, handing out soda to each prisoner he passes, when he accidentally drops a can. 'I'm not picking that up,' he remarks. In the final shot, he sits inside a cell with a tattooed inmate whose arm is draped around him. 'When you drink 7 Up, everyone is your friend,' Godfrey remarks, prompting the inmate to tighten his arm just a bit to Godfrey's discomfort. 'OK, that's enough being friends,' he says. The prisoner rights group said men and women in prison are routinely raped and sexually brutalized, causing 'serious physical and psychological injury.' Philippa Dworkin, a spokeswoman for Dr Pepper/Seven Up, a unit of UK-based Cadbury Schweppes, said the ad, which had been airing for about two months, tested well with audiences and that no objections were made at the time. But she acknowledged the legitimacy of Stop Prison Rape's concerns, which led to the company's recent notification that all networks should stop airing the spot. It was still featured on the company's Web site as of May 27. |
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