This provocative alcohol-free beer ad is sparking complaints in the U.K.
Brewdog's outdoor ads by Uncommon are being investigated by the Advertising Standards Authority
Nov 05, 2019
U.K. beer brand Brewdog is running a provocative outdoor campaign with the truncated tagline "Sober as a Motherfu"—but the wording has already prompted several complaints to the Advertising Standards Authority.
The ads, created by Uncommon, promote Brewdog’s new alcohol-free beer "Punk AF." They're running on billboards, including in London, and as in-bar branding across a select number of Brewdog’s pubs.
"We have received 14 complaints where complainants challenged whether the ad was likely to cause serious or widespread offence," a spokeswoman for the Advertising Standards Authority told Ad Age's Creativity. "Ten complainants also challenged whether the ad was inappropriate for display in a medium where it could be seen by children. We are currently investigating and will publish our decision in due course."
The campaign has also attracted complaints on Twitter, including from a woman who tweeted that the billboard could be seen outside her child's primary (elementary) school.
A previous campaign by Uncommon for Brewdog featured simply the word "Advert" and ran on TV during "Game of Thrones" as well as on the sides of buses.