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Company: Florida Citrus Commission
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Brand: Florida Orange Juice
Ad Title: Anita Bryant - mountain
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: unknown
Year: 1977
Target: Mainstream
Ad Spotter: Zachary Jones
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With no sound other than humming of the U.S. national anthem, Florida Citrus Commission spokesperson Anita Bryant hikes a wooded mountain. After ascending to the peak, her humming ends and the commission's logo flashes the screen.

This commercial marked the end of an eight-year relationship between the commission and Bryant, who was hired as its spokesperson after turning her win as Miss America in 1959 and becoming a household name.

Bryant's work for Florida orange juice between 1968-80 made her interchangeable with the brand itself, making it necessary for the corporation to pull the ad when she created Save Our Children, an organization devoted to repealing gay rights legislation. At the time of this commercial, Bryant had organized a campaign to repeal a Florida county ordinance that prohibited discrimination in employment and housing due to sexual orientation--a campaign which was endorsed by the commission at the time.

Activists organized a successful boycott of Florida orange juice in response. And regardless of the company's former endorsement of Bryant's efforts, the spot was pulled and her contract was left unrenewed when it expired three years later.


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