Lambrini girls spanked by watchdog

lambrini girls spanked by watchdogA TV ad for sparkling perry brand Lambrini, featuring a group of young women getting ready for a girlie house party, has been banned by the ad regulator for portraying booze as the key component of a successful party.
The ad, with the Eighties Tiffany track “I think we’re alone now”, opened with three women dressed in loungewear on a sofa laughing.
They were then joined by a woman dressed in eveningwear with a bottle of Lambrini in her hand.
Various scenes depicted the women laughing, talking, putting on make-up, getting ready for the evening, dancing and pouring Lambrini. More women then joined, some of whom were shown holding bottles of Lambrini.
The end of the ad featured the Lambrini drink range and a voice-over stated, “Make it a Lambrini Big Night In”.
But three viewers were less than impressed with these antics, sparking an investigation by the Advertising Standards Authority.
Two people complained the ad implied that the success of a social occasion depended on the presence or consumption of alcohol, while the other challenged whether the ad portrayed alcohol as capable of changing mood and behaviour by enhancing enjoyment.
In its defence, Lambrini owner Halewood said no-one was shown drinking throughout the ad, meaning there was no suggestion the product was contributing to the success of the occasion.
However, the ASA noted the ad included eight shots of the Lambrini bottle, two of which showed the drink being poured into large glasses and the last three shots showed four different women holding those glasses.
It ruled this gave the impression a significant amount of Lambrini was being consumed during the party. The ASA also said the “Lambrini Big Night In” slogan further suggested Lambrini was a central part of the success to the evening.
Concluding the ad was irresponsible, the ASA ruled it must not be broadcast again in its current form.

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  1. Lambrini girls spanked by watchdog http://t.co/F0fB42zREP #advertising #digitalmarketing

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