God Rest Ye, Merry Gentlemen - Jars of Clay - listen now

Wednesday, July 27, 2005

Lunacy across the Pond

I do love the Brits, our staunchest allies, but every now and then they get a bit loopy!

HAS George Clooney sold his last Martini? Will macho heart-throbs never again seduce women into taking another glass?

Drinks companies have been ordered to hire paunchy, balding men for advertisements to meet new rules forbidding any link between women’s drinking and sex. Watchdogs have issued a list of undesirable male characteristics that advertisers must abide by in order to comply with tougher rules designed to separate alcohol from sexual success.

Lambrini, the popular sparkling drink, is the first to suffer. Its manufacturers have complained after watchdogs rejected its latest campaign because it depicted women flirting with a man who was deemed too attractive.

The offending poster featured three women “hooking” a slim, young man in a parody of a fairground game scene. Harmless fun to lead its summer campaign, Lambrini argued. But the Committee of Advertising Practice declared: “We would advise that the man in the picture should be unattractive — overweight, middle-aged, balding etc.”

The ruling continued: “We consider that the advert is in danger of implying that the drink may bring sexual/social success, because the man in question looks quite attractive and desirable to the girls. If the man was clearly unattractive, we think that this implication would be removed.”

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