Foster's ad draws public ire over domestic abuse fears

by Jennifer Whitehead, Brand Republic 11-Aug-06, 09:00

LONDON - An ad for Foster's lager, showing a man pushing his girlfriend's face over a glass of beer, has drawn 20 complaints from the public mainly over concerns that it condones domestic violence.

The ad for Foster's Super Chilled, created by M&C Saatchi, is part of a campaign in which Australian men are shown going to extreme lengths to keep their beer in the shade.

The ad opens on an idyllic beach scene with a couple lying on a towel. The woman moves in to kiss her boyfriend but, instead of reciprocating, he pushes her face to one side.

He looks up at the sun and says "Be a good sport, Cheryl" in a thick Australian accent before manhandling her head so that it puts the beer in the shade. The ad ends with the strapline: "Well you wouldn't want a warm beer, would you?"

The Advertising Standards Authority said that, as of yesterday afternoon, 20 complaints had been received about the spot. The majority of these were from people concerned that the ad depicted domestic violence.

Last week the ASA ruled that a Fanta ad showing a woman slapping a man was not in breach of the code. A viewer had complained that it "glorified, encouraged and trivialised domestic violence", but the ASA said it was unlikely to be seen as a realistic depiction.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.