COLGATE DEMANDS TV AD NOT BE RUN IN CONTESTS

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[sydney] Colgate-Palmolive Co. is demanding that an allegedly racist Australian commercial for sunscreen that it yanked off the air earlier this year be withdrawn from ad competitions.

A law firm contacted production house Pod Films after Colgate executives saw reports that Pod had entered the spot at last week's One Show in New York, this week's Australian Television Awards and June's International Advertising Festival in Cannes.

MUCH ADO ABOUT MELANIN

The commercial, from Young & Rubicam here, features black men laughing about the lack of melanin, a natural sunscreen chemical, in white people's skin.

Viewers complained to the local Advertising Standards Council that the spot for UV brand sunscreen was racist, and Colgate immediately ordered it off the air.

Charles Sciberras, festival director of the Cannes awards, said the Colgate commercial will be withdrawn. A spokeswoman for the One Show said the agency requested the ad be pulled. The ad was also pulled from the Australian competition.

Contributing: Junu Bryan Kim.

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