Diageo fights ASA Smirnoff ad ban

Diageo is appealing against the Advertising Standards Authority’s (ASA) decision to ban its “Filter” TV ad after the watchdog labelled the ad “irresponsible”.

The TV ad for Smirnoff in the UK was said to violate the ASA’s codes on social responsibility for inferring that alcohol played a part in achieving social success.

The ad received no complaints from the public.

“Filter,” created by 72andSunny Amsterdam, has been broadcast across Europe as part of a $25m push.

In a statement, Smirnoff marketing director Julie Bramham, said: “We are deeply disappointed by the ASA’s conclusion. We believe the advert clearly showed two scenarios that were separated by a physical change of the bar symbolizing the “filtering” of unnecessary pretentiousness, and not by presence of alcohol… we will await the decision of the ASA’s appeal process.”

The ad depicts a man reversing the pretentious vibe of a bar upon ordering a Smirnoff.

The campaign’s strapline and the ads intended theme is to “Filter the unnecessary. Keep the good stuff,” to showcase the ten-stage filtration process during the distillation of Smirnoff vodka.

The ASA judged that the consumption of alcohol was central to the ads story, and found that it implied alcohol was responsible for the success of a night out – breaking its code.

The ASA has reversed only four decisions in 2014 and 2013 – from 32 appeals.