Skyy’s ad the limit says ASA

Cellar Trends has been told not to re-run two posters for Skyy vodka after the Advertising Standard Authority ruled that they associated alcohol with seduction and sexual success.

The supplier argued that the ads showing a man sipping a cocktail in the company of a woman in an apartment at night reflected “glamourous, modern cocktail culture”, but the ASA decided that “the focus of both of the ads was on the couple and the product, rather than on the urban setting or the modern furniture”.

The advertising body also went against Cellar Trends in ruling that the ads implied that the man’s choice of drink enhanced his masculinity and attractiveness.

The ads were part of a £1.5 million marketing spend for Skyy which included sponsorship of the movie Sex & the City.