The young brand spokesman, who has appeared in 7UP's ongoing campaign, addresses the camera, "They say if you're going to sell something, get yourself a captive audience." Then the cell door closes in front of him -- he's in a prison.

He walks down the aisle, putting cans of the soft drink into eager hands sticking out of the cell doors. As he drops a can, he starts to bend over but then laughs and says, "Ooo, I'm not picking that up" -- a reference to male rape. (No matter that he's safely on the other side of the bars.)

He walks past a man in his cell, slipping the soda can into a sock and says to him, "Hiding from your roomie? That's not nice."