Strongbow ad banned for showing alcohol as 'taking priority in life'
Strongbow has had an advert on its YouTube channel banned after ad watchdog Advertising Standards Authority (ASA) ruled that it showed alcohol as 'being a priority in life'.
The Youth Alcohol Advertising Council (YAAC), supported by Alcohol Concern, raised the complaint about the ad, which portrayed a spoof awards ceremony with a winning category called "Best Strongbow as my other half". The winner of the award, Carl, wasn't there to accept the award because he was "on a date" but he sent an accpetance speech professing his "love" for the Heineken-owned cider brand.
Heineken said it believed the style, language and actions of the actor signalled that the ad was "obviously a parody" of real-life, high profile award ceremonies. The brand said nothing in the ad suggested Carl was neither a "regular, solitary drinker", someone who used alcohol to relieve boredom or other problems or that alcohol was a priority in his life.
YAAC added that it was concerned the ad implied Carl was not at the awards ceremony because he was drinking instead.
The ASA said that while the advert was intended to humorous the fact that the character said he "loved" Strongbow indicated that Carl's relationship with the cider was as important as a significant romantic relationship with another person.
The watchdog said in its ruling: "We considered that where the presenter stated Carl was on a date, viewers were likely to infer from this either that Carl was not at the awards ceremony because he was with Strongbow or that, judging from the presenter's tone of voice, expression and where he stated "… good luck with your date", which indicated a level of scepticism, the date was unlikely to go well because Carl was already committed to his relationship with Strongbow."
The ad must not appear again in its current form. Heineken was told not to imply in future ads that alcohol might be indispensable or take priority in life.