FROM PARIS WITH YAGG

Yesterday, June 24^th, in our article analyzing the video buzz around Orangina’s publicity featuring a gay puma, we wondered whether NoSite, the agency in charge of setting up the buzz, was not relying on homophobic reactions in order

to reach its objective – according to our sources, neither the brand nor the publicity agency, Fred & Farid, creators of the commercial’s concept, were aware of its so-called “shocking” or “polemical” character, preventing it from being aired on television. (more...)

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.

Famous for its original advertisements, the beverage Orangina has included an insinuating gay commercial in their newest ad campaign. However, the video has been judged “too polemic” and therefore, according to the NoSite Agency, won’t be shown on television.

The ad forms part of a campaign that features different human-like animals using Orangina for unusual satiric purposes, such as mopping the floor, fighting bad breath or hair conditioning. If you want to see a chameleon apply Orangina to its pimples, watch Orangina’s newest campaign online.

NoSite Agency (online strategy counseling and PR), in charge of buzzing this campaign, has drawn our attention to a new video, where the beverage is used as an after-shave by a muscled puma in front of his mirror. Nothing particularly gay until the closing scene, where the puma's well-shaved pelt is caressed by his… male friend. NoSite claims that the ad will not be aired, but this info still needs to be checked. Yagg will keep you informed.

If you cant’ see the video above, please click on Orangina's Gay Ad