News Article Comments : Kronenbourg 'knives and bubbles' ad is cleared

Scottish & Newcastle UK has escaped censure from the Advertising Standards Authority (ASA) over a Kronenbourg TV ad involving chefs cutting up bubbles with knives.

Eight views complained that the ad encouraged or condoned violence and linked alcohol with aggressive or antisocial behaviour.

The ad showed a number of French professional chefs in a kitchen while the song ‘The Beat Goes On’, by the All Seeing I, played.

The chefs carried a very large bubble to a work surface, while one chef said "I want small bubbles, you know".

The ad then showed the chefs using culinary knives to rapidly slice the bubbles into smaller bubbles. Other utensils were also used, including a grater, to reduce the bubbles in size.

One scene showed a chef looking into the camera using a small knife to pop three bubbles. Another showed a different chef moving quickly towards the camera holding a knife and bursting a bubble in mid-air.

The ad ended with a close-up of the bubbles in a pint of the lager. Th