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UPDATE: Irish Coca-Cola Ad – Civil Partnership Scene Not “Valid” for Ireland?

A scene of a gay wedding ceremony, which features in the Dutch and Norwegian versions of a new Coca-Cola ad, but not in Ireland. [Image: Coca Cola Norway]

The scene used in Coca-Cola’s European ad, which the spokesperson for Coca Cola Ireland claims to show “two men getting married” is actually an Australian same-sex union ceremony.

Contrary to Coca-Cola Ireland’s unidentified spokesperson’s statement yesterday, EILE Magazine has found that a scene depicting a gay couple which Coca Cola didn’t consider “valid” for their advert in Ireland was, in fact, entirely suitable. The footage used in the European ad was of an Australian same-sex union (equivalent to civil partnership) ceremony, and not a “Gay marriage” as the spokesperson stated. Australia – like Ireland – does not have marriage equality.

Yesterday (December 29) we reported that a scene depicting a same-sex wedding ceremony which was in Coca-Cola’s ‘#ReasonsToCelebrate’ advertisement was omitted from their Irish campaign. This particular scene, present in the Norwegian, Dutch and UK versions, is not present in the Irish version of the advert.

In response to our article, TheJournal.ie reported an unnamed spokesperson for Coca Cola in Ireland as making the following statement:

“…the wedding images used in the ad for the UK and in other parts of Europe show two men getting married. The reason that this was changed for Ireland is that while civil partnership for gay people is legal, gay marriage currently is not. This will be the subject of a referendum (2015). … We wanted each ad to be relevant and valid for its own market.”
EILE Magazine can now show that the above statement that the scene depicts “two men getting married” is untrue. Contrary to the spokesperson’s statement, the footage used in the Coca Cola advert – which we now know to be of Australian gay couple, Clinton & Callum – was taken from a video by Soda Films of a same-sex union ceremony in Australia. Australia does not have “Gay marriage”, as the spokesperson calls it, and therefore the scene in question would have been suitable for Ireland. (The couple also performed a civil partnership ceremony at the British Consulate in Sydney last year, as reported at the time by Same Same).
Note: Same-sex unions in Australia would be the equivalent to civil partnerships in Ireland and elsewhere in Europe.

The video of the Australian couple, Callum & Clinton, can be viewed below (skip to 3:45 to see the clip Coca Cola used):

As Coca-Cola’s Public Affairs & Communications Department is closed until Thursday, January 2, we cannot get an official spokesperson’s statement from Coca-Cola Ireland. We would also like to know from Coca-Cola Ireland whether or not their Irish consumer research included an LGBT cohort.

About Scott De Buitléir

Scott De Buitléir is founder and editor of EILE Magazine. A writer and broadcaster from Dublin, he has written for the Huffington Post, GCN, Gaelscéal, Gay Times and Polari, as well as having worked for radio stations such as RTÉ 2fm, Spin1038 and BBC Radio Ulster. He is radio host and producer of The Cosmo, every Wednesday from 10pm on RTÉ Pulse.

6 comments on “UPDATE: Irish Coca-Cola Ad – Civil Partnership Scene Not “Valid” for Ireland?

  1. […] Magazine, an LGBT journal, accused the company of pouring on the malarkey because in the U.K., where the unedited ad is airing, gay marriage is banned in Scotland and […]

  2. […] Twitterverse went ablaze recently after Irish LGBT publication Eile.ie brought to light that the local version of Coca-Cola’s “Be Inspired” ad had been […]

  3. […] in Ireland, the tale isn’t quite so inclusive. Irish LGBT publication Eile.ie brought to light that the Irish version of the ad has been edited to remove a same-sex union […]

  4. […] omosessuali sono legali, mentre non è consentito il matrimonio. Peccato che, come ha svelato EILE Magazine, la scena dell’unione gay della versione inglese dello spot si riferisca all’unione civile di […]

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