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Vodka advert complaints rejected Vodka advert complaints rejected
(about 4 hours later)
The advertising watchdog has rejected 21 complaints about a commercial which featured a Welsh team in a quiz show.The advertising watchdog has rejected 21 complaints about a commercial which featured a Welsh team in a quiz show.
The complainants argued the advert for Brecon Five Welsh vodka presented Welsh people as being of low intelligence.The complainants argued the advert for Brecon Five Welsh vodka presented Welsh people as being of low intelligence.
It showed a woman called Jones getting a question about a philosopher right, before a voiceover which said: "That's not what you'd expect from Wales." It showed a woman called Jones getting a question about a philosopher right, before a voiceover that said: "That's not what you'd expect from Wales."
The Advertising Standards Authority ruled the advert was light-hearted and unlikely to cause widespread offence.The Advertising Standards Authority ruled the advert was light-hearted and unlikely to cause widespread offence.
The ad for the vodka, which is made by the Brecon Beacons-based Welsh Whiskey Company, shows the team of four young Welsh women up against a team from the Boffins Institute of Advanced Philosophy. The ad for the vodka, which is made by the Brecon Beacons-based Welsh Whiskey Company, shows a team of four young Welsh women up against a team from the Boffins Institute of Advanced Philosophy.
In it the quiz master asks: "Soren Kierkegaard was an early advocate of which philosophical concept?"In it the quiz master asks: "Soren Kierkegaard was an early advocate of which philosophical concept?"
A woman from the Welsh team answers: "Existentialism, innit!"A woman from the Welsh team answers: "Existentialism, innit!"
HeroesHeroes
The voiceover then says: "Now that's not what you'd expect from Wales" and a bottle of the vodka is shown against the background of running water. The voiceover then says "Now that's not what you'd expect from Wales" and a bottle of the vodka is shown against the background of running water.
The voiceover continues: "And neither is the award-winning Brecon Five Vodka."The voiceover continues: "And neither is the award-winning Brecon Five Vodka."
Newhaven Communications, which made the commercial and responded to the Advertising Standards Authority (ASA) on behalf of the Welsh Whiskey Company, said it had not intended to insult viewers.Newhaven Communications, which made the commercial and responded to the Advertising Standards Authority (ASA) on behalf of the Welsh Whiskey Company, said it had not intended to insult viewers.
It was clear that the team of Welsh women were the heroes by beating the philosophy boffins at their own game, it said.It was clear that the team of Welsh women were the heroes by beating the philosophy boffins at their own game, it said.
The ad was one of a campaign of three that were being aired in Wales only and included a male voice choir singing a Cheeky Girls' hit and the Millennium Stadium being renamed the Will Carling Stadium, explained Newhaven. The ad was one of a campaign of three being aired in Wales only and included a male voice choir singing a Cheeky Girls' hit and the Millennium Stadium being renamed the Will Carling Stadium, explained Newhaven.
It also believed that there was no implication Welsh people are of low intelligence. It also said it believed that there was no implication Welsh people are of low intelligence.
Self-deprecatingSelf-deprecating
The Broadcast Advertising Clearance Centre (BACC), which had worked with Newhaven on the commercial, said it believed the message was self-mocking, light-hearted and cheeky and that it did not breach the code.The Broadcast Advertising Clearance Centre (BACC), which had worked with Newhaven on the commercial, said it believed the message was self-mocking, light-hearted and cheeky and that it did not breach the code.
The commercial had been designed with the self-deprecating humour of Wales in mind because it was for a primarily Welsh audience and had been made for a Welsh company and product, added the BACC.The commercial had been designed with the self-deprecating humour of Wales in mind because it was for a primarily Welsh audience and had been made for a Welsh company and product, added the BACC.
In rejecting the complaints the ASA said it acknowledged that some viewers believed the ad was insulting to Welsh women and some believed it was patronising because the surprise was based upon finding a knowledgeable Welsh person. In rejecting the complaints, the ASA said it acknowledged that some viewers believed the ad was insulting to Welsh women and some believed it was patronising because the surprise was based upon finding a knowledgeable Welsh person.
But the advert was intended to be light-hearted and played on the idea of how stereotypical boffins and young women from the valley presented themselves, it said.But the advert was intended to be light-hearted and played on the idea of how stereotypical boffins and young women from the valley presented themselves, it said.
It also said the Welsh team could be perceived in a positive light because it got the better of the boffins.It also said the Welsh team could be perceived in a positive light because it got the better of the boffins.
In deciding to take no further action, the ASA concluded that the ad was unlikely to cause widespread offence.In deciding to take no further action, the ASA concluded that the ad was unlikely to cause widespread offence.