Complaints about a TV campaign offering Madonna fans the chance to win VIP passes – thanks to Smirnoff vodka – have been thrown out after the watchdog ruled it did not appeal to the star’s younger fans.
The ad featured shots of individual dancers followed by scenes from a Madonna performance. There were a number of different shots of Madonna dancing amongst people and on stage. The ad also featured a shot of the limited edition Smirnoff bottle and box, which was accompanied by the text “why let good times go bad, know the facts drinkaware.co.uk”.
But one complainant challenged whether the ad was harmful and irresponsible because he believed it would appeal to those under 18 years of age.
However, having considered Diageo’s response – including research which showed that 4.7% of 12- to 17-year-olds in the UK were defined as Madonna fans – the Advertising Standards Authority ruled the ad had been designed with Madonna’s older fan base in mind.
It said the shots of the concert, the dancers and the Madonna soundtrack used, would not have particular resonance with younger audiences, and no alcohol was consumed. The watchdog concluded the ad could continue to air.
