Smirnoff had published a contentious poster advertisement in UK to promote its vodka that was sharply denounced and criticized by the public. The advertisement watchdog received several complaints about the advertisement for being offensive. The complaints also alleged that the poster advertisement encouraged excessive drinking as it has depicted drunken activity. On the other hand, advertisers have argued that the poster was actually aimed to be a hilarious, visual witticism and was a part of the campaign that used unreal humor and displayed the implausible and bizarre.
The advertisers further said that they had not intended to offend people and had no intention of using the poster again. However, the authority ruled that the poster was likely to cause serious or widespread offence. On the allegation of drunken activity, the advertisers contended that they believed a naked man sliding down a railing towards a finial was so extreme that no one would be provoked to drink excessively and copy that behavior.
However, the Authority while acknowledging that the advertisement was intended to be humorous ruled that the poster depicted drunken activity and could encourage excessive drinking. Consequently, the advertisement was banned with the warning to not to repeat such approach again.
Via Best Rejected Advertising
