VB’s war on superficiality okayed by ad body
A VB ad in which a man’s mate crash tackles him when he colour coordinates his outfit with his beer has been cleared by the Ad Standards Board following a complaint that it encourages homophobic violence in bars.
Ad courtesy of Ebiquity
The complaint to the ASB stated: “I feel that this ad is irresponsible in the values it promotes. This ad promotes violence in bars and also promotes attitudes of intolerance of difference. I fear that this ad could promote homophobia and homophobic violence. In this day and age men should be able to drink what they want and have whatever dog they want and not fear violent retribution from their friends for the perceived manliness of their choices.”
However, VB brewer CUB argued that the ad, “Slide”, the latest in the beer’s Real campaign created by Droga 5, was about preventing superficial behaviour and did not have homophobic undertones.
The ASB ruled: “The Board noted the complainants‟ concerns that the advertisement promotes homophobia however the Board considered that the emphasis is on Tom being superficial and that there are no references made towards his sexual preferences.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Common sense prevails!
User ID not verified.
What is wrong with people??
This ad has absolutely nothing to do with sexuality.
What a joke.
User ID not verified.
What the??
The commercial doesn’t say anything about his sexuality, and the voice-over describes him as a ‘mate’ – so even if he is gay his mates clearly don’t care.
Some people will complain about anything. Sheesh.
User ID not verified.
I feel that this ad is irresponsible in the values it promotes. This ad promotes violence in bars and also promotes attitudes of intolerance of difference. I fear that this ad could promote Tom-o-phobia and Tom-o-phobic violence. In this day and age men should be able to drink what they want and have whatever dog they want and not fear violent retribution from their friends for the perceived manliness of their choices. They should also be allowed to be called Tom.
User ID not verified.
I think what we are talking about here is diminutive cynophobia and maybe porphyrophobia.
User ID not verified.
I understand the need for an “Advertising Standards Board”, but I think it’s time to start a “Waste of time complaints Board”, to deal with the twits who read waaaaaaaaaaaay too much into issues that aren’t there in the ads that they complain about.
Punishment for breaching the code could include watching the remaining un-aired episodes of “Ben Elton, Live from Planet Earth”. Would scare the crap out of me, that’s for sure…
User ID not verified.
Great WWI feeling to the v/o and the audio when the ad begins, like a soldier writing home from the front. Nice work.
How about an annual ASB Idiots Awards where the industry meets to celebrate the stupidest complaints of the year?
User ID not verified.
I know that under the ASB’s charter it has to investigate every complaint. Maybe it’s time to put a threshhold on that … maybe a minimum of 20 or 50, so that the loonies out there don’t get a disproportionate voice.
Ooops. I guess I will be investigated for the loonies comment. Hang on, I was referring to the North American bird.
User ID not verified.
We only see in the world around us what is within us!
User ID not verified.
Clearly some people need to just chill out.
User ID not verified.
Dear # 8..
The choice is an industry friendly body running an ASB or the govt doing it for us.
People have a right to complain and to be heard. if the complaint is trivial it will be dismissed.
I have been the subject of a few ASB complaints – all dismissed – and while they are the subject of much chuckling and laughter within the agency at the silliness of some of these complaints (and not referring to this one), and a bit of time as you come up with a response that doesn’t sound too snarky.
If people feel the ASB isn’t listening, then govt will start looking at the industry more and certain sectors like fast food etc, confectionary, may regret that.
User ID not verified.
Why didn’t they just go the whole hog and run the tagline: “Don’t be a poof. Drink VB.”
User ID not verified.