Gold Lion-winning beer ad 'denigrates family life'

By By Alexandra Roach | 2 July 2012
Gold Lion-winning 'Blondes' ad for Carlton MID beer.

The ad watchdog is currently reviewing complaints about Gold Lion-winning Carlton Beer ads from Clemenger BBDO Melbourne, after consumers alleged the campaign is destructive to family life.

The ads, featuring spouses who not only dress in matchy-matchy outfits but have also begun to look like each other, have the tagline “Spending too much time with the wife?”

Part of the 'Stay a Little Longer' campaign, which encourages men to take time out from the everyday grind of marriage, kids, work and mortgages by spending more time with their mates at the pub, the push won Gold in the Print category last month at Cannes.

But despite the campaign being held in high regard in the industry, the Advertising Standards Bureau (ASB) has received numerous complaints stating the ad is offensive.

"The ASB has recieved complaints that the campaign is destructive to family life," an ASB spokesperson told AdNews. "Other complaints submitted say the fact that the couple's depicted in the ads are morphed to look like each other is offensive as it denigrates the institution of marriage."

The ASB's ruling will be made within the next fortnight.

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