ASA Adjudication on Spendrups Bryggeri AB

Ad

A TV ad for Mariestad lager shown on TV3, a channel aimed at a Swedish language audience, showed a man's hands as he poured himself a glass of the product alone in his flat. Flashbacks showed him being approached for his autograph by a young woman in a gym; congratulating the crew on a film set; in a music studio and being applauded as he attended a red carpet event with two glamorous women. The ad ended with the man toasting himself in a mirror - he was revealed to be the Swedish actor, director and musician Peter Stormare. Large text on the screen stated "Dricks av livsnjutare sedan 1848" [translates to "Enjoyed by bon vivants since 1848."]

Issue

A viewer challenged whether the ad was in breach of the CAP (Broadcast) TV Advertising Standards Code for its use of a celebrity and for suggesting alcohol was a remedy for boredom and loneliness.

BCAP TV Code

Response

Spendrups Bryggeri AB (Spendrups) said the ad showed parallel stories of the man, revealed to be Peter Stormare at the end of the ad, in his living room pouring a glass of lager and toasting himself in a mirror and flashbacks of events which, although unusual, were normal occurrences in his everyday life.  They said the product was not shown in any of the flashback scenes.  Spendrups said they did not believe the ad suggested that alcohol had contributed to Peter Stormare's popularity or confidence or that it had enhanced his personal qualities or professional reputation.  They said the ad did not show Peter Stormare in any sexual situation or context.  They said the text that appeared on-screen at the end of the ad translated as "Enjoyed by bon vivants since 1848," which they said was to portray Peter Stormare as a man who enjoyed high quality lager when relaxing.  They said there was no suggestion that Peter Stormare regularly drank alcohol alone or to overcome problems or that such drinking habits were acceptable.  They believed the on-screen text reinforced that he was not drinking for those reasons.

TV3 made similar points in their response.  They added that the personal and professional qualities of Peter Stormare that the ad showed in the flashback scenes were shown as inherent to him and would be there regardless of the product.  They did not believe the ad emphasised or definitely suggested that he was drinking alone.

Assessment

Not upheld

The ASA noted that the ad focussed on a man who was likely to be recognised by TV3 audiences and who was presented as popular and successful with a glamorous lifestyle who was shown drinking a glass of lager at the end of a day.  We noted that alcohol was shown only in the scene in which he was relaxing at home and that it was not shown to be a factor that enhanced his popularity, confidence or personal qualities and that the ad did not link alcohol with sexual activity, sexual success or attractiveness.  We considered the end of the ad suggested Peter Stormare was relaxing at home alone but we did not consider the ad suggested he was using alcohol to overcome problems.  We concluded that Mariestad was associating itself with the taste and discernment of someone who would be recognised as successful but not in a way that suggested their success depended on the presence or consumption of alcohol or that alcohol was a remedy for boredom or loneliness.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 11.8.1(a)(1) (Alcohol - popularity or confidence, enhance personal qualities), 11.8.1(c) (Alcohol - sexual activity or success, enhance attractiveness) and 11.8.1(d) (Alcohol - solitary drinking) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)