CUB’s Ginger Gene ad banned for ‘vilifying’ red heads
Carlton and United Breweries’ (CUB) Rusty Yak Gingery Ale campaign has been banned by the ad watchdog for “vilifying” those with red hair.
Complaints posted to Ad Standards labeled the ad – which asks consumers to “stop the spread of the Ginger Gene” which has been “floating around in our DNA” – as “offensive”, “racist”, “bullying” and “discriminating”.
“It’s very offensive for the advertisement to be discriminating against those with red hair, suggesting that they need to ‘stop the gene spreading’ as if it were some sort of disease. Children already get bullied at school for having red hair, and advertisements like this only further encourage that type of bullying,” one complaint said.
The ad was created by Clemenger BBDO Melbourne and encourages consumers to help stop the spread of the Ginger Gene, by searching for hidden Rusty Yak Ginger Ales in regular Yak six packs.
CUB said “with respect” the ad does not discriminate or vilify against race or breach the rules because “the complaints address discrimination and vilification against people on account of their red hair, but this attribute does not fall within race”.
The advertiser said the ad associates Rusty Yak Ginger Ale and red heads in an affectionate, “light-hearted and humours way”.
“The advertisements do not promote discrimination or vilification as defined above in a literal or figurative way given the theme and overall impression of the advertisements is not negative towards red heads, but rather a humorous and comical announcement that we have discovered ‘the ginger gene’ in our beer,” CUB added.
Ad Standards said having red hair did fall under the race definition because “DNA can be considered to be related to ancestry and descent and therefore considered that in this context the reference to people with red hair falls within the definition of race”.
Despite most of the images of those with red hair being positive, the line in the ad which says “stop the spread of the gene”, contradicted the positive imagery, the watchdog said.
“The phrase ‘stop the spread of the gene’ overstepped the line between being light-hearted humour and made a strong suggestion that an identifiable group of the population was to be considered unpopular,” the watchdog concluded, upholding the complaint.
CUB did not agree with Ad Standards’ determination but has removed the ad out of “respect for the complaints”.
Next they’ll start banning ads for vilifying ‘time poor mums’ and ‘stupid dads’.
I don’t want to live on this planet any more.
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I have found female red hair to be extremely sexy!
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What if they’d said they wanted to eradicate Asians or black people or whatever there would be an uproar. Not funny and not appropriate
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With all due respect to red heads – if the ad hadn’t suggested genetic cleansing, then it might have been ok. Sure, red heads (especially those who are bullied for having red hair) would likely have copped it, and I certainly sympathise with them. But to suggest that they be eradicated is wrong. It’s not a nanny state thing – it’s just wrong.
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You’ve got to be pretty pathetic to get triggered by that. No reasonable person would find anything wrong with this in the least.
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I take it Larry you dont have a son that’s a redhead that gets bullied everyday and laughed at and been beaten up by three boys. Live a life as a redhead boy then you can comment there’s nothing wrong.
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This is truly PC infiltrating every vein of life. For one, gingers are not a race, so to imply that is really clutching at straws. This is like an episode of Summer Heights high.
Bullying is not condoned through this comedic ad. Anyone bullied is unfortunate, but is certainly not this ads fault. Come on.
I’m a ginger and i absolutely stand by this ad. Go Rusty Yak.
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What would you know Larry. My partner is a stunning natural red head of 45 and we were both discussed with the advertisement. Stopping the spread of the ginger gene? Crass and lazy creative…not even funny. My partner was picked on at an early age..she’s now 45…stunning and a bit scared. Miffy is the only woman I’ve ever met that doesn’t colum her hair. She is beautiful and amazing. I’m a creative director in my own business…the ad was terrible and offensive.
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Come on, Dean Parrot, you print ‘Keep calm and carry on’ posters. I’m not trusting your creative direction or verdict in the slightest…
I’m ginger, I’m aware what life tosses around. It is so light hearted, lets not get silly.
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Come on, Dean Parrot, you print ‘Keep calm and carry on’ posters. I’m not trusting your creative direction or verdict in the slightest…
I’m ginger, I’m aware what life tosses around. It is so light hearted, lets not get silly.
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I am an MC1R and proud of it, also lefthanded, and blue eyed.
No, redheads are not a “race” per se the mutation occurs in every ethnicity, does that somehow justify discrimination, humiliation and assault??
The commercial wasnt funny, the contest stupid and the comment about “stopping the gene” completely over the line.
The fact that they stand by it even after being told it was offensive, makes it even more offensive.
I suggest they name their next product Dr. Mengeles Buchenwald Brew seems he too was fascinated with genetic manipulation
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