Watchdog rules in Smirnoff ad’s favour

08 January, 2010

Complaints that a TV ad for Smirnoff is irresponsible because it suggests vodka can enhance mood and performance have been thrown out by advertising watchdog the ASA.

The ad formed part of Smirnoff’s Be There campaign and depicted a gig at a disused underground station. A voice-over sa?id: “We all wanted to try something completely different. It was extraordinary. I’ll never forget being there.” Complainants said the ad suggested the success of the social occasion was dependent on the consumption of vodka.

The ASA ruled the musician’s behaviour did not change with the introduction of the vodka and the ad did not show alcohol being consumed. “We considered that alcohol was not shown to be essential to the success of the event,” it? said.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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