Labatts Blues

Monkey See…

The Labatt’s Brewing Company of Canada recently ran an ad in which the two male characters were cleaning out their garages. One of them took an old “Yield” sign to the road for disposal; the other took an old “Stop” sign. Apparently, the two men had “grown up” and put youthful indiscretions behind them, including, presumably, the theft of traffic signs.

Now that they were grown up, they could be suckered into drinking Carlsberg Beer by stupid tv ads.

Well, why not? If a tv ad can persuade you to commit a criminal act–as every two-bit pundit in the wake of the Colorado shootings believes– it can probably sell you some beer too.

Six viewers of the Labatt’s Carlsberg ad were so alarmed by this implied endorsement of theft that they contacted Advertising Standards Canada and complained. As a result, Labatt’s pulled the ad. Six viewers. Six.

In another Labatt’s ad last year, a woman changes her clothes in a taxi. When she arrives at her destination, the driver flips the meter over– indicating that he was not going to charge her for the trip. Someone complained about this ad too, and Labatt’s, ever the responsible corporate citizen, edited the ad. In the new version, the the driver does not cancel the fare.

Notice, they did not change the part about the woman undressing in the back seat of a taxi (red light, anyone?). They merely removed the implication that the taxi driver had rewarded her for the peep show.

Am I alone here in thinking this is a little bizarre? Right after this or any other ad is shown, regular tv programming resumes, with it’s usual cornucopia of murder, rape, arson, drug abuse, and assault. “Trainspotting” ran recently, showing all of the above. If Advertising Standards Canada is trying to say that people may emulate the behaviour of people they see on TV, what about regular tv programming?

And why has nobody complained about car ads that show drivers speeding down the highway, obviously in excess of the speed limit? Why are they allowed to brag about the power of their engines? What’s the point of that power? You’re trying persuade someone to buy your car because it goes fast? Why? Are there cars on the road that can’t reach the speed limit?

What about the ads that imply that teenagers can become popular by smearing chemicals on their faces? What about that guy who likes getting hit on the face with a puck? What about those Nike ads that endorse a ruthless attitude towards sports?

Pull them all, I say.

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