Shepherd Neame keeps bottle with infamous ads
More Spitfire adverts are revealed despite German brewery link
Shepherd Neame has unveiled the latest instalment in the jingoistic "Bottle of Britain" advertising campaign for its Spitfire Premium Ale brand.
The Kent-based brewer has persisted with its infamous, tongue-in-cheek approach to advertising in a new £500,000 Underground campaign.
Despite controversy surrounding previous campaigns and having signed an exclusive brewing agreement with Germany's Holsten Brauerai last month, Shepherd Neame has steadfastly refused to bow to political correctness.
One of the adverts features a picture of Winston Churchill giving the V-for-victory salute accompanied by the catchline "Two more pints please", while another reads "You Stupid Boy" - a quote taken from Captain Mainwaring in Dad's Army - and shows a man holding an elaborate cocktail.
The new pre-Christmas underground campaign comes just 12 months after London Underground controversially ordered the removal of five Spitfire advertisements claiming they were upsetting German tourists. Complaints about the award-winning tubecards were, however, dismissed by the Advertising Standards Authority.
The new adverts, which brand development manager Charlie Holland admits are a little less controversial, have been given the all-clear by London Underground before their release on December 1st.
"It's definitely more pro-British then anti-German and I don't imagine anyone will be offended by the light hearted approach," said Mr Holland.
Posters will also be simultaneously introduced into Shepherd Neame's tied estate and free-trade outlets for the first time.
The move also coincides with the introduction of a new branded Spitfire font designed to emphasise the brand's "premium status".
Related stories:
Spitfire ale ad gripe rejected (26 November 2001)
