The Advertising Standards Authority (ASA) has criticised First Drinks Brands (FDB) over a cinema campaign which connected its Disaronno liqueur brand with seduction.
The ASA investigated after a member of the public complained that the ad linked sexual pleasure with alcohol consumption. It shows a woman ordering a “Disaronno on the Rocks”. As she drinks it, a voiceover refers to the drink’s “warm and sensual taste”. After she finishes it, she takes an ice cube out of the glass and places it in her mouth seductively. The tagline is “Pass the pleasure around.”
â¢ The ASA has also slammed computer game manufacturer Activision for running an ad for the game Call of Duty 2: Big Red One, which featured graphics made just for the television commercial, rather than real game footage.
â¢ French Connection’s new ad campaign featuring a “lesbian kiss” has now received a total of 117 complaints, the ASA says, on the grounds that children were likely to be watching.
The execution features a violent martial arts-style fight between models representing fashion and style. At the end of the ad, the couple literally kiss and make up.