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.


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