Seven Up modifies Super Bowl pre-game spots

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Dr Pepper/Seven Up modified two pre-game Super Bowl spots and is trying to convince the network to air a third of its "Make 7 Up Yours" ads after concerns were raised by CBS, broadcaster of the Jan. 28 game.

The three 7 Up ads feature spokesman-comedian Orlando Jones, as do another three the network did not find objectionable. One spot suggested a dog was hit with a can of the soda; however, a disclaimer to the effect that no animal was hurt in the filming of the ad was added.

The second, set in a nudist camp and filmed with nude actors, was modified slightly to further obscure body parts.

The company is trying to convince CBS to accept the third, which suggests a man had flatulence in a swimming pool near Mr. Jones, according to a company spokesman. That ad would not be altered. The spokesman for Dr Pepper/Seven Up, a unit of Cadbury Schweppes, said the company would run another ad twice if CBS refused to run the swimming pool spot.

Dr Pepper/Seven Up has been criticized by some who said the `Make 7 Up Yours' was too vulgar. The Plano, Texas, company also has bought game time and pre-game for Dr Pepper. Y&R Advertising, New York, is the agency for both brands.

-Hillary Chura

Copyright January 2001, Crain Communications Inc.

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