The ad formed part of Smirnoff’s Be There campaign and depicted a gig at a disused underground station. A voice-over sa?id: “We all wanted to try something completely different. It was extraordinary. I’ll never forget being there.” Complainants said the ad suggested the success of the social occasion was dependent on the consumption of vodka.
The ASA ruled the musician’s behaviour did not change with the introduction of the vodka and the ad did not show alcohol being consumed. “We considered that alcohol was not shown to be essential to the success of the event,” it? said.