The famous ‘Be there’ movement of Smirnoff Vodka was supported by a TV commercial featuring musicians, who were playing music and pouring alcohol. Still, not everybody from audience gave kudos to the spot. Two British viewers considered the video to be inappropriate and sent their complaints to the Advertising Standards Authority (ASA).
They claimed that the spot was accentuating the enhancing effect vodka had on the musicians’ performance. According to them, the video sets bad models of behavior and emphasizes that alcohol improves mood.
The TV spot is featuring a group of musicians, who enter an underground tunnel and get their instruments ready for a live performance. One of the men is pouring vodka into a glass. “We all wanted to try something completely different. It was extraordinary. I’ll never forget being there”. On-screen text stated “Be there” as the musicians began to play”, states the voice-over.
The ASA didn’t find anything negative in the new video as the people were already excited at the start, and the vodka didn’t change the situation. In addition, it was said they there wasn’t any alcohol consumption seen in the ad, just pouring the liquid and no actual drinking.