In the ad, a man based on a typical American football coach gave a crowd of his friends a motivational speech that included the line: “Gentlemen, you were conceived on a night like tonight.”
One listener complained to the Advertising Standards Authority that the ad linked alcohol to sexual success.
Brewer AB InBev defended the ad, saying it “drew upon the commonly attributed American values of optimism and free-spiritedness”.
It said: “The speaker toasted the prospect of ‘tonight’ and at no point did he state or imply that the consumption of alcohol would improve the evening or the sexual success of his group of listeners.”
It added: “The ad did not suggest that the consumption of alcohol would result in sexual success, sexual activity or enhanced attractiveness.”
But the ASA ruled that the ad linked alcohol to sexual success and breached its code. It said the ad must not be broadcast again in its current form and advised AB InBev to make sure their advertising did not link alcohol to sexual success in the future.