The advertisement, part of Coca-Cola’s “Taste the Feeling” campaign, caused a public outcry from viewers who took “issue with the offensive scenes involving kissing, violating family values,” the post said. An edited version that drops the scene will start running on Wednesday evening in Kenya after discussions between the Kenya Film Classification Board (KFCB) and the management of Coca Cola Central, East & West Africa.
A spokesperson for Coca-Cola in southern Africa confirmed the company had agreed to edit out the scene for Kenyan audiences.
“Following a recent request received from the Kenya Film Classification Board, we have made a minor revision to one of the TV advertisements and a new version will air from this evening,” Zipporah Maubane, head of communications for Coca-Cola Southern Africa, said in an emailed statement to the Telegraph.
“We’re committed to marketing in line with local guidelines and consumer values and look forward to sharing more adverts within the campaign to help people ‘Taste The Feeling’.”
Coca-Cola’s new campaign is being rolled out worldwide this year, according to the company website, depicting “a diverse cross-section of people from around the world enjoying ‘their’ Coca-Cola in simple, everyday moments.”
One of the commercials features a montage of good-looking characters engaged in various activities with a frosty Coca-Cola in hand, including the scene in question of a young couple having a steamy everyday moment while kissing in a library.
The regulator’s CEO said in another Facebook post that his agency’s action was designed to shield children from content meant for adults during viewing hours when families might be watching TV. Last year, the film board restricted viewing and distribution of the film Fifty Shades of Grey, citing its “prolonged and explicit sexual scenes depicting women as sexual slaves,” among other objections.
The announcement was met with mixed reviews on social media on Wednesday. The Consumers Federation of Kenya praised the agency, calling the move to “compel” Coca-Cola to amend “the excessive romance” in the ad “commendable” on Twitter.
But other users complained the film board was being old-fashioned, heavy-handed, or grasping for relevance.
The agency defended itself, stressing the ad was not banned. The board was upholding the mandate to ensure all film and broadcast content adheres to “national moral values,” said one tweet sent out on the official KFCB account. Every government agency has its mandate,” said another. We are doing our bit.
Source: This article was written by Krista Mahr from The Daily Telegraph
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Personally, I have issues with the overall subliminal message that only one shade of people are making things happen while the (predominate target) other shade is struggling; and that’s to say the least. I think the entire commercial should be banned…but kudos for making a stand! For those who oppose the restriction, calling it old-fashioned and heavy-handed, think about the current drama you are faced with living among demoralized people who influence your children and how overwhelmed you are/were/will be in dealing with them. —DVB