London, June 17 (ANI): Over 20 complaints have been filed against a Coke ad that shows singer Duffy cycling in a street without lights or a reflective jacket.
In the advertisement, the singer can be seen coming off stage after a gig, and being handed a can of Diet Coke by an assistant.
"You've got about two minutes, okay?" the Telegraph quoted Duffy's assistant in the ad as telling the singer.
She then cycles through the night along quiet streets, singing with passers by joining in.
Having cycled round a supermarket, Duffy returns to the gig in time to perform the encore, with on-screen text stating 'Hello You'.
Filing their complaints against the advertisement, 18 readers said that the singer was not wearing reflective clothing, and had no lights on her bike.
Four persons even said that the ad could encourage kids to copy the star.
However, the Advertising Standards Authority has rejected all the complaints ruling that it did not break any rules.
Coca Cola argued that the commercial was not designed to reflect reality, and that it showed Duffy's fantasy and escaping from the pressure of stardom.
The company further claimed that Duffy was wearing a sparkly and reflective top, and that the bike in the ad did in fact have front and rear lights on it in every shot.
Moreover, the company said, the ad was approved with restrictions preventing it from being broadcast around children's programmes.
Claiming that it had worked with Coke, commercial advisory board Clearcast agreed that the advert could be screened.
According to the Telegraph, the ASA rejected the complaints, ruling: "Although the bike lights were not clearly visible in all shots of the bike, we considered that the transition from the concert, with the realistic sound of the crowd suddenly cut off as the cycling sequence began and replaced with a dreamy vocal track set the cycling sequence apart from reality. Because of the fantasy context we concluded that the ad did not condone behaviour prejudicial to health and safety."
The watchdog added that older children would realise cycling round a supermarket was an unrealistic scenario and younger children would be safeguarded by the 'ex-kids' rating.
"No further action is necessary," said an ASA spokesman. (ANI)
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