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Complaints
About Duffy Commercial
Duffy's TV commercial for Diet Coke provoked a number of
complaints.
The advertisement showed the singer coming offstage before sipping the drink
and cycling through dark streets and into a supermarket, before returning to
her concert to perform an encore.
The Advertising Standards Authority (ASA) said 18 viewers questioned whether
the ad condoned behaviour "prejudicial to health and safety", because Duffy
wasn't wearing reflective clothing and her bike had no lights, and there
were also four complaints about whether the ad was irresponsible because
children might copy her behaviour.
Coca-Cola argued that the commercial was not intended to reflect reality,
but rather "Duffy's fantasy, a scenario that depicted her escape from the
pressures of stardom and far removed from the real world".
Nonetheless, the company said they'd gone through a "vigorous" production
process to ensure they met the Highway Code criteria for riding a bike on
public roads.
With the regulations recommending cyclists wear reflective clothing in the
dark, Coca-Cola pointed out that the star wore a black and white sparkly top
that stood out, while her bicycle had lights on the front and rear in each
shot.
After investigating, the ASA failed to uphold the complaints, noting the
"fantasy context" and deciding that older children would understand
cycling round a supermarket wasn't a realistic situation.
11:54
June
17 2009 - waveguide.co.uk
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Sky Cycling Events
Sky today announced a series of mass-participation summer
cycling events, supported by British Cycling, to encourage Great Britain to
get back on the bike.
The announcement comes as new research reveals that over seven million bikes
lay unused in sheds, gardens, garages and homes across the UK.
Throughout the summer there will be Skyride events in four city centres,
with streets closed to traffic, and hundreds of local guided rides. These
free events will give tens of thousands of people, of all ages and
abilities, the chance to enjoy riding with their family and friends.
The Skyride scheme builds on Sky’s partnership with British Cycling,
announced last summer, and follows the creation of a new professional
road-cycling team which aims to take on the world in the Tour de France.
Announcing Skyride’s summer of cycling, Jeremy Darroch, Chief Executive of
Sky, said; “We want to get as many people as possible to pick up their bikes
again this summer; for fun, for fitness, with friends or with family. This
is just the start of our five year campaign to get a million more people
cycling by 2013.”
The Skyride summer of cycling will include:
Skyride city events – New mass participation rides in traffic-free city
centres in Manchester, Glasgow, and Leicester, as well as a London event.
Each will be attended by medal-winning members of the GB Cycling team such
as Sir Chris Hoy, Victoria Pendleton and Jamie Staff.
Ian Drake, Chief Executive of British Cycling said; “Our partnership with
Sky is a once in a lifetime opportunity to transform cycling in this
country. Through Sky’s nationwide campaign of organised rides this summer,
our community and school programmes, and through building on last year’s
activity, we have the chance to make a real difference to people's lives.”
11:30
June
17 2009 - waveguide.co.uk
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