ASA bans Strongbow spoof ad

An online ad for Strongbow, the Heineken-owned cider, has been banned by the ads standards watchdog for implying that alcohol may be "indispensable or take priority in life".

The ad on Strongbow’s YouTube channel showed a spoof awards ceremony with a category called "Best Strongbow as my other half".

The presenter said the winner, Carl Guyenette, was on a date so could not make the ceremony.

He seemed to impersonate Guyenette’s voice and read out a note from him: "I dedicate this award to my family, to all the lovely creatures out there, and to my other half. I love you. I've loved you since the first day I met ya. And I always will do. My dear Strongbow."

The Youth Alcohol Advertising Council, supported by Alcohol Concern, made the complaint.

A spokesperson for Heineken said it was the only complaint received and pulled the ad, adding the spot was meant to be considered tongue-in-cheek and used the term love in the context of a favourite food.

The Advertising Standards Authority ruled: "We considered the ad implied that alcohol was as important as, if not more important than, personal relationships and therefore was portrayed as being indispensable and taking priority in life.

"We concluded that the ad breached the Code and we welcomed Heineken's confirmation that it had already been removed."

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