Smooth Stella Artois ad escapes ban

LONDON - A TV ad for Stella Artois 4% showing a case of mistaken identity with a "smooth outcome" has dodged a ban from the ASA.

Stella 4%...escaped ban
Stella 4%...escaped ban

The ad, by Mother, set on the 1960s French Riviera, shows a man making a quick exit from a confrontation with the husband of a woman he was rubbing sun cream on.

The man falls over a cliff and through several washing lines before landing on his feet, fully clothed in a suit and ladies heels.

His angry pursuer finds him in a bar with a glass of Stella 4%. The voiceover says: "…Triple filtered with a smooth outcome".

Alcohol Concern objected to the ad saying that it linked alcohol to sexual success as well as aggressive behaviour.

The ASA noted that the order of events in the ad clearly identified the escape as the ‘smooth outcome’ and not the encounter with the woman.

No further action was deemed necessary.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published