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Ad Fight Juiced Up

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Attorney Paul Fisher said the gigantic Tropicana juice ad was perfectly safe, despite what Los Angeles City Councilman Jack Weiss claimed.

At a Jan. 28 press conference in front of the juice supergraphic at a building on National and Westwood boulevards that faces the Santa Monica (10) Freeway, Weiss called for tougher penalties against illegal supergraphics. Fire officials at the event said the ad posed a hazard because flames could climb up the fabric from the ground floor to the roof in no time.

But Fisher, who represents World Wide Rush, which owned the Tropicana banner, and four other outdoor advertising companies with lawsuits pending against the city of Los Angeles, said the state fire marshal has certified the Tropicana ad, and the L.A. Fire Department has certified the same material in other locations. Fisher believes the real issue was Weiss’ campaign to get elected city attorney.

“This is a political platform to boost his candidacy by calling these installations a fire hazard when he knows they are not,” Fisher said. “They are politicizing a process that shouldn’t be political.”

A spokeswoman at Weiss’ office referred the matter to the current City Attorney’s Office.

Eric Rosenblatt, a deputy city attorney, said there were 22 charges against World Wide Rush for the Tropicana banner but not related to fire danger. Instead, the issue was proper permitting.

The supergraphic was removed last week.

Los Angeles Business Journal Author