Case Report
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Case Number
Advertiser
Product
Type of Advertisement / media
Date of Determination
DETERMINATION
0283/15
Red Bull Aust Pty Ltd
Food and Beverages
TV - Pay
22/07/2015
Dismissed
ISSUES RAISED
2.1 - Discrimination or Vilification Gender
2.3 - Violence Violence
2.4 - Sex/sexuality/nudity S/S/N - general
DESCRIPTION OF THE ADVERTISEMENT
There is a man and a woman (cartoon characters) stranded on a small island with a boat that
they’ve clearly escaped from sinking in the background.
The man introduces himself to the woman who asks him how they will escape. The viewer
then sees a shot of a can of Red Bull in the sand. The man kicks sand over the Red Bull can
and then says that it may take some time. Voice over says 'no Red Bull, no wings'.
THE COMPLAINT
A sample of comments which the complainant/s made regarding this advertisement included
the following:
Although years of Redbull advertising have been irritating, ineffective, repetitive and childish,
this is the first time I've been genuinely thrown by how disturbing the implied message has
been.
Based on the last few years of consistent Redbull advertising, the inferred message (backed
up by the tagline "No Redbull, no wings", is that these animated TVC characters develop the
ability to fly when they drink a can of Redbull. This knowledge shows the audience that the
male survivor has the means and ways of escaping the island any time he wants, just by
drinking from the can.
The fact that he chooses to deliberately withhold this information from the female survivor,
just so he can get physically closer to her (i.e. console her distress at being trapped) is creepy
and downright predatory.
He is effectively keeping her captive for what we as the audience know to be for reasons of
potential sexual gratification. This isn't a peppy, wink-wink, nudge-nudge joke of a 15 second
TVC (aimed primarily at teenagers and young adults), it's a distasteful concept better suited
to the plot of a horror movie.
This ad exemplifies rape-culture and has no place on Australian television.
The advertisement was very sexist. The woman was characterised as ditzy and relying on the
man to save them both. The man has then taken advantage of her because of this. He has
cornered her into remaining on the island with him, for what the audience can assume to be
for intentions of a sexual nature. The ad is in a way appropriating rape culture and making
no big deal of a man cornering a woman. It is not appropriate for television by any means.
THE ADVERTISER’S RESPONSE
Comments which the advertiser made in response to the complainant/s regarding this
advertisement include the following:
The Red Bull Energy Drink television advertisements demonstrate the vitalizing effects of Red
Bull on body and mind in a spirited, fresh and cheeky way via cartoons portraying witty
stories that are targeted towards an adult audience and placed within adult programming.
The stories are imaginary and are not intended to be taken literally or seriously.
In this advertisement, the two characters are stranded on an island after their ship sinks. To
any reasonable person, it is clear that the Red Bull that is on the island wouldn’t literally
give either of the characters wings and so one can assume that the male character is not
actually ‘cornering’ the female character into remaining on the island with him. The male
cartoon character does not demonstrate any sexual advances towards the female character.
Therefore, we do not believe that this advertisement is in breach of the AANA Code of Ethics.
THE DETERMINATION
The Advertising Standards Board (“Board”) considered whether this advertisement breaches
Section 2 of the Advertiser Code of Ethics (the “Code”).
The Board noted the complainant’s concern that the advertisement is sexist toward women
and is appropriating rape culture as the male character tries to keep the woman on the island.
The Board viewed the advertisement and noted the advertiser’s response.
The Board considered whether the advertisement complied with Section 2.1 of the Code
which requires that 'advertisements shall not portray or depict material in a way which
discriminates against or vilifies a person or section of the community on account of race,
ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or
political belief.'
The Board noted this cartoon advertisement features a male and female character stranded on
an island after escaping from a cruise ship which is seen sinking in the background. The
woman asks the man how they can escape and he suggests it will take “some” time and at the
same time he covers a can of red bull over with sand.
The Board noted the complainant’s concern that the woman is characterised as “ditzy”. The
Board noted in particular the scene where the woman gets to her feet on the island and she
appears out of breath and alarmed. The Board noted that the character is portrayed as being
alarmed by the situation and seeks comfort in the male character who is the only other person
around.
The Board noted that the portrayal of the woman in the advertisement is not a portrayal that
presents her as “ditzy” but rather is a portrayal of a person who is alarmed and worried about
the predicament of being left on a deserted island as their shop sinks in the background.
Overall the Board considered that in the context of a light-hearted advertisement featuring
characters surviving a disaster such as a sinking ship, most members of the community would
not think that the woman is “ditzy” or silly and that her alarmed behaviour is justifiable in the
circumstances and the advertisement does not vilify or discriminate against a section of the
community on account of gender and does not breach Section 2.1 of the Code.
The Board then considered whether the advertisement was in breach of Section 2.3 of the
Code. Section 2.3 states: "Advertising or Marketing Communications shall not present or
portray violence unless it is justifiable in the context of the product or service advertised".
The Board noted that it had previously dismissed an advertisement for the same advertiser
where a streaker runs across a cricket ground and is chased after by police (0206/12). In that
case the Board noted that:
“…the advertisement is animated and that when the ball hits the man he flies through the air
and lands on a lady’s lap with a smile on his face. The Board considered that the man’s
reaction indicates his relief at having escaped from the police and that he does not appear to
be unhappy or in pain from being hit with a cricket ball.
The Board noted that the advertisement is a cartoon and considered that it presents an
unrealistic depiction in that being hit with a cricket ball would not cause you to fly.”
The Board noted in the current matter the complainant is concerned that there is a suggestion
of violence of a sexual nature or rape.
The Board noted that the male character buries a can of red bull in the sand as the woman is
in his arms questioning “what will they do..” The Board noted that the man is covering the
can so that the woman doesn’t see it and assume that consuming the drink will “give them
wings” (as per the product slogan) and therefore a way off the island.
The Board noted that although the slogan of “red bull gives you wings” is associated with the
product, the Board agreed that most members of the community would recognise that this is
not actually possible to consume the drink and then fly.
The Board considered that the behaviour of the male character is suggesting that he would
like to be on the island longer with the woman but agreed that there is no behaviour or
suggestion that indicates anything of a sexual nature or that he intends to make unwanted
sexual advances toward the woman.
The Board considered that there is nothing in the advertisement to suggest rape or violence of
any nature and determined that the advertisement did not breach section 2.3 of the Code.
Finding that the advertisement did not breach the Code on other grounds, the Board
dismissed the complaint.