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

Published On
Nov 05, 2019

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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.