Most ridiculous complaint ever?

The Advertising Standards Authority received 29 complaints that the Cadbury's Fairtrade TV campaign was demeaning to African people and perpetuated racial stereotypes.

But today, the ASA threw the comlaints out, ruling that most ads use stereotyping to get their message across.

A spokesman for the ASA said: Although the council acknowledges that Cadbury had used stereotypes in their ads, they felt that the stereotypes were not harmful or offensive.

The ad was created by Fallon, in collaboration with Ghanaian creatives, to celebrate the fact that Dairy Milk now only uses Fair Trade chocolate.

At the time the ad was released, Cadbury marketing director Phil Rumbol said: Music has always been a big part of Glass and a Half Full Productions and we were inspired by Ghana’s love of music so it seemed the perfect way to capture the spirit of the country was through a track.

Had Fallon been punnished, it truely would have been the end to advertising for me. What a load of bollocks.

Fortunatley, only one side comes out looking bad here... this story says far more about the people that complained than the creative execution.

Stella 4%

Stella Artois 4% created a world that the 4% drinker could aspire to, integrating all available marketing tools provided the consumer with a ‘brand world’. Smoothness is a well-worn product benefit, but a smooth world spread across communication effort, is something different. By creating a smooth 60’s ‘to catch a thief’ vibe the brand was given instant authenticity. A world of smooth characters living smooth lifestyles, planning smooth escapades was spread across TV, print, outdoor and online.

Communication covered all aspects of this new world and differentiated from their crowded market while avoiding cannibalisation. Stella coaxed Robert McGinnis (painted original movie posters for Doctor No and Breakfast at Tiffany’s) out of retirement to paint two new images of the 60s Riviera lifestyle for launch billboard posters as visual introductions to the new world. Riviera landscapes hand-painted in the style of 60s movie posters appeared in relevant press.

The launch TV ad introduced the 60s Riviera lifestyle through a tale of mistaken identity by a rooftop swimming pool. Online was a world of ‘smooth’ games and interactive features.

With integration the campaign went from a confusing ad to taking consumers on a journey; a brave strategy, highlighting great planning.

What’s more is Stella 4 is probably the nicest tasting beer I’ve ever had… truly smooth…