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Tuesday, July 31, 2001
Condoms pulled from 'Am. Pie 2' TV ads
The upcoming sequel to the randy comedy "American Pie" may show young adults engaged in pre-marital sex, but a plan to cross-promote condoms is too risque for U.S. censors.
The Hollywood Reporter says the Motion Picture Association Of America has given the thumbs down to a series of television ads that were designed to promote both "American Pie 2" and LifeStyles condoms.
The deal between Universal Studios and condom manufacturer Ansell Healthcare Inc. was for Internet and TV ads, a sweepstakes contest, and placement of LifeStyles condoms in the movie.
But the MPAA, which hands out ratings on movies and approves movie promotion, nixed the TV ads, The Hollywood Reporter said.
"We made every effort to uphold our contractual commitment with LifeStyles ...," Universal spokeswoman Terry Curtin told The Hollywood Reporter. "We could not come up with any suitable alternative for television advertising, so we were not able to proceed with that part of the commitment."
As a member of the MPAA, Universal is obliged to follow the association's guidelines and decisions. MPAA spokesman Rich Taylor said the organization has a policy of not approving general-audience ads with condoms.
Condom-maker Ansell reacted angrily to the decision.
"This movie is all about sophomoric sex, but the moviemakers don't want to be associated with condoms?," Ansell VP marketing Carol Carrozza told The Hollywood Reporter.
"The irony is that these same studio execs don't seem to have any compunction about making films that glorify gratuitous sex, and targeting those films to young people. They only have qualms taking -- and talking about -- responsibility."
Ansell charged that Universal was in fact fearful of being associated with their product on broadcast TV, and the company was set to pay Universal for the spots.
The Hollywood Reporter said when "American Pie 2" opens Aug. 10, LifeStyles condoms will still appear in two scenes, including the film's opening sequence.
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