The ads featured Armstrong and Miller playing the RAF characters seen in their BBC sketch show asking questions of a Polish General character in their characteristic street slang with clipped tones.
According to a report on Kentonline.co.uk, verified by Marketing Week with a source close to the campaign, in one scene Armstrong says: “Listen blud, is you like one of them geezers that’s like a Pole from Poland or Russia or something place like that?”
The character replies: “I am General Vladimir Zhigorski, Supreme Commander in Chief of free Polish forces, yes.” Armstrong’s character responds: “Only my nan’s patio needs doing and I thought we could do, like, a deal for cash?”
Broadcast clearance body ClearCast ruled the ad “likely to cause offence” to Polish people working in the UK.
It is thought the spot was one of five filmed, four of which were cleared. The ad in question could now be posted online, it is understood, as part of a summer campaign for the brand. Online-only ads, however, are still subject to Committee of Advertising Practice codes on offensive material.
In a statement on its site, ClearCast adds: “In circumstances such as these [when proposed ads are rejected] it is up to the advertiser to demonstrate that widespread offence would not be caused and Shepherd Neame have not to date come back on this point. Should they do so we will of course consider their arguments and work with them to try and come to a solution where their script can be approved.”
A spokesman for Spitfire says: “We were very surprised to hear this response to the new advertisement. The butt of the joke is quite clearly the comedy duo and their reliance on absurd caricatures.
”The Armstrong and Miller RAF pilot characters juxtapose old and new by using modern day street language but in an historical setting, and make a humorous play on the perceived attitudes of modern youth.”
The two-year partnership between the beer brand and the comedy duo was announced in March.