Tango tries softer stance after ad ban

HHCL & Partners and Britvic have responded to the Independent Television Commission’s decision to ban the latest Tango ad by broadcasting an ironically gentle replacement that carries the line: ’Drink Tango. It’s nice.’

HHCL & Partners and Britvic have responded to the Independent

Television Commission’s decision to ban the latest Tango ad by

broadcasting an ironically gentle replacement that carries the line:

’Drink Tango. It’s nice.’



The original ad, which featured a youth tormented by ginger-haired

golfers with orange megaphones, was banned by the ITC after it received

67 complaints, mostly from parents and teachers who said that the

commercial encouraged bullying.



The new ad, which broke at the weekend, takes a softer stance. A bottle

of still Tango and a megaphone are shown on a desk as corny romantic

music plays. The words ’Drink Tango. It’s nice’ appear on screen as the

actor who played the non-Tango drinker in the original ad winks and

smiles.



The telephone number that viewers can call to order a megaphone then

flashes up on screen.



The original ad had been approved by the BACC before it first aired last

week.



HHCL’s chief executive, Robin Azis, said: ’We conducted qualitative and

quantitative research developing this film and no reference to bullying

was raised. Most people found this a funny piece of Tango

advertising.



More than 60,000 people have rung up to ask for the megaphone. As we had

12 hours’ notice to withdraw the airtime we’ve shot a new film quickly

which went on air on Saturday.’



Britvic’s marketing director, Andrew Marsden, said of the first ad:

’Tango is a fun brand and people expect our advertising to be

entertaining. With its ginger golfers and megaphones, the ad was not

meant to be taken seriously.’



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