We were contacted yesterday by the Agence NoSite (an agency of online strategy and PR), who was hired by Orangina to create buzz around their new campaign. They sent us (and other french LGBT websites) the video, and when we wanted to know more, answered "this commercial has been found to be too shocking, therefore no broadcast has been planned".
When we called Orangina, as well as Fred & Farid, the advertising agency who created the ad, nobody was aware of anything "shocking" about the spot.
The Orangina press services told us: "for now there is no reason to broadcast it on television, because our strategy is this: we launch several viral spots, and depending on what the response is on the web, we broadcast it on tv, or not. We get them known online, and if it works, if it's funny, if it's edgy, which is what people like about Orangina, then we broadcast it."
And if the spot is nowhere to be found on Orangina's website, it's because the site only hoste the ads that are already shown on tv.
"We created the spot, but we can't show all the spots on tv at the same time, say Fred & Farid. We're not taking advantage of sexuality, the goal of these ads is to be a mirror of society".
The ad with the gay Puma is in line with the new series of spots aiming at selling the drink. It could be broadcast as soon as this summer. The buzz seems to have worked then, but two days before the Paris gay pride parade, one can wonder whether NoSite has decided to use the leverage of homophobia to reach that very goal.