ASA gives green light to Carling ad

16 May, 2008

Carling has been cleared by the Advertising Standards Authority of glamourising alcohol in its TV ads.

The watchdog received three complaints against two TV ads and a poster ad, claiming they implied that alcohol was essential for a successful social life.

One TV ad show s a group of male astronauts being turned away from a club in space because one of the group is wearing trainers. The other reveals

a group of Arctic explorers in the Arctic who

decide to venture out for one of the group's birthdays. Both ran with the strapline "you know who your mates are".

The ASA ruled that Carling was associating itself with "collective conviviality" and not the success of a social occasion dependent on alcohol.

The decision came as Coors launcheda new £14 million ad campaign continuing Carling's Mates theme.

The new ad again highlights "the loyalty of a group of close mates" and features the same characters rescuing one of their friends from a dull tea party in the style of a wild west film.

The ad will be

screened on national TV and in cinemas for 10 weeks.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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