Smirnoff ad cleared by ASA
A Smirnoff Vodka TV advert has been cleared of being irresponsible by the Advertising Standards Authority (ASA).
The TV ad featured a group of musicians entering an underground tunnel and setting up instruments to perform. Bottles of Smirnoff and a man pouring vodka into a glass are shown.
A voice-over stated "We all wanted to try something completely different. It was extraordinary. I'll never forget being there". On-screen text stated "Be there" as the musicians began to play.
Two viewers complained the ad suggested vodka can enhance mood, improve perfomance as a musician and that the occasion depicted was dependent on alcohol.
Diageo said the ad showed that Smirnoff could be an accompaniment to a great event, but that the success of that event was not dependent on alcohol.
The ASA cleared the ad, noting that the musicians were excited at the start and the mood was not changed by the appearance of alcohol. It was also considered that only one drink was shown to be poured, and no alcohol was consumed during the advert.
