A lager advert has been banned in the UK for suggesting that men who drink it would be more likely to enjoy sexual conquests.
The radio commercial for Budweiser featured an American football coach giving a motivational team talk before a lads’ night out.
He tells the cheering men: “You were conceived on a night like tonight.
“So before going out for that ice-cold Budweiser, you put in that extra two minutes in front of the mirror.
“Because you never know who you’re going to meet ... so raise your bottles of Budweiser high in the air and make a toast to tonight.”
The 60-second promotion continues with him telling the men: “Now get out there, great times are waiting.”
The coach also starts a chant of “grab some Buds”.
In a ruling to be published on Wednesday, the British Advertising Standards Authority accused InBev, the UK brewer of the American lager, of linking alcohol to sexual success.
The watchdog said: “We noted it was suggested it was on such nights that unexpected and significant events, including conception, could take place.”
“The ad was likely to be understood as suggesting the group was preparing for an evening where alcohol would be drunk and during which the participants would have a great time, including the possibility of meeting a potential sexual partner”.
Upholding a complaint about the advert, which was broadcast last December, the watchdog said it “must not be broadcast again in its current form”. It also ordered InBev to ensure future promotions did not link alcohol to potential sexual success.
The company denied suggesting its beer led to sexual success and insisted it was “fully committed to the responsible marketing of its products”.
It added that the advert drew upon the “American values of optimism, free-spiritedness and a positive outlook” and was designed “to capture the spirit of anticipation”.
The brewer said that the tone of the speaker’s voice was rousing but also wise and caring.
It added the fictional coach had a “keen interest” in the welfare of the men he was speaking to.
The advertising authority accepted the firm’s intention but was critical of the tone of the disputed advert. - Daily Mail