Universal pulls out of condom ad deal
LifeStyles accuses 'Pie II' studio of 'double standard'
Deal between two companies was based on product placement in the film due to hit theaters next week.
"We have made every effort to uphold our commitment on this deal within the MPAA guidelines," explained a studio rep. "While we are unable to continue with our ad TV buy, we have upheld our commitments in regard to the rest of the contract agreements."
Studios who sign on with the MPAA must submit all marketing materials to the ratings board for approval. MPAA spokesman Rich Taylor said his organization has a policy of not allowing condoms in commercials meant for general audiences.
The studio and Ansell will, however, proceed with a sweepstakes campaign offered on 180,000 packages of LifeStyles condoms and a promotional tie-in on the company's Web site.
In a letter sent by U Pix to LifeStyles, studio said it was relieving the company of its "commitment to provide TV media ... due to the potential spot not clearing the ratings board."
"It was LifeStyles' responsibility to place the ad; there's simply no reason for the studio to be involved in the challenging process to get the media placed," said Carol Carrozza, veep of marketing for Ansell Healthcare.
Carrozza went on to criticize the studio for "... perpetuating the double standard, using flagrant sex to sell and entice young people, while denying them information about products that can protect them, is irresponsible."
(The Associated Press contributed to this report.)
