Globe and Mail

Labatt pulls Bud ad after complaints

Saturday, July 6, 2002 – Print Edition, Page B3
The Globe and Mail

Apparently, some TV viewers took the new Budweiser ad as a slap in the face.

After a "handful" of consumers complained about the spot's violent content, Labatt Brewing Co. Ltd. is yanking a Budweiser commercial that depicts women slapping their male companions for leering at other females.

"This was meant to be humorous. Some people didn't see it that way," Labatt spokesman Nigel Miller said. "We take their concerns very seriously."

Advertising Standards Canada, the industry body that handles consumer complaints about ads, also expressed concerns to Labatt, he said.

The 30-second ad, which was created by Downtown Partners of Toronto and has been running in New Brunswick and Ontario, promotes a giveaway of sunglasses in cases of beer. The implication is the men would not have been caught had they been wearing sunglasses. Starting July 10, Toronto-based Labatt plans to air a 15-second version of the ad in which nobody gets slapped. Until then, it intends to run the original spot only after 11 p.m. to reduce the chances that children will see it.

Copyright © 2002 Bell Globemedia Interactive Inc.