The world-wide Red Bull backlash continues, with the Catholic Bishops’ Conference (SACBC) calling on all Southern African Catholics to “fast” from drinking Red Bull until Easter. This after the energy drink’s latest advert angered Christians for poking fun at Jesus walking on water. The Conference say they are hoping to show Red Bull that “when it comes to mocking religious symbols, there is such a thing as bad publicity.” They have also suggested that all those involved with Red Bull’s marketing attend sensitivity training.

The advert in question depicts a cartoon Jesus in a boat with two disciples. He proclaims he is bored and steps out of the boat and walks on the water. A disciple asks whether he is able to do so because he has drunk Red Bull, which “gives you wings”, or because it is a miracle. “It’s no miracle, you just have to know where the stepping stones are,” Jesus replies. He nearly slips and says, “Jesus!”

The advert has since been halted, but the SACBC want it completely cancelled. Spokesperson Cardinal Wilfred Napier explains:

“The SACBC was grateful that many South Africans, from different faiths and religions, had registered their displeasure with the campaign at Red Bull SA, and with the Advertising Standards Authority of SA. We question the timing of the release of the advert – which seems to be part of an international campaign. While the Red Bull adverts are characterised by their cleverness, we believe that Red Bull South Africa have overstepped a mark. We also suggest that the marketing team and their advertising and public relations companies make a serious effort to attend sensitivity training. People are more than consumers and faith-based symbols are more than marketing opportunities. In a multi-faith country like South Africa, where over 70% of people profess to be people of faith, the use of faith-based symbols in a satirical, if tongue-in-check manner, is guaranteed to cause a reaction.

Catholics should “fast” from displaying and consuming Red Bull until Easter, to send a message to the company. In this way, Red Bull SA will understand that the idea that there is ‘no such thing as bad publicity’ is dangerous territory when it comes to mocking religious symbols. We suggest that people donate the money they would have spent on Red Bull to charities instead.”

Here is the advert – check it out for yourself and decide if you agree with the SACBC:

https://www.youtube.com/watch?v=ZY9yEi-ZNLE

[Source: News24]