A raunchy ad for Bordeaux Wine featuring a woman in her underwear
and a man stripped to the waist has been cleared by ad watchdogs of
linking sex to drinking.
Alcohol Concern complained to the Advertising Standards Authority about
the poster and magazine ad which also showed words such as ’deep’,
’lingering’, ’lip-staining’ and ’kisses’ superimposed on a wineglass and
carrying the line: ’Let the mood take you to Bordeaux.’
The Bordeaux Wine Bureau claimed that the ad, created by Mitchell
Patterson Grime Mitchell, had been designed to avoid giving the
impression of casual sex or any suggestion of the wine aiding sexual
The ASA also rejected charges that a poster for a tequila brand showing
a wrestler about to throw an old lady on to the floor inferred that
violence against old people was funny.
Young & Rubicam produced the ad for United Distillers & Vintners’ Jose
Cuervo Gold Tequila. It carried the headline: ’Do not slam’, while the
copy read: ’Tempting. But Jose Cuervo Gold has been beautifully mellowed
by ageing. Knocking it about doesn’t really bring out the best in
However, the ASA has been given an undertaking by the mail-order drinks
company First Quench not to repeat a rule-breaking poster campaign
accused of encouraging excessive drinking.
One ad showed a shaven-headed grinning man and the headline: ’It was the
best thing about my birthday ... 6 beers before midday.’ The other
pictured a woman and was headlined: ’A bottle of Champagne before
breakfast did wonders for our love life.’
Meanwhile, Saatchi & Saatchi has been carpeted by the ASA for not
carrying out proper checks for a spoof ad which inadvertently used the
names of real cosmetic surgery clinics.
The Hair Clinic, Transform Medical Group and the Harley Medical Group
objected to the agency’s double-page national press ad comprising a
series of fake classified ads, which included ’before and after’
pictures, to promote Hewlett-Packard’s photographic service.
One complaint came from somebody who had unsuccessfully tried to contact
some of the ’advertisers’.
This article was first published on Campaign