A Jägermeister commercial shot over 10 days in Iceland has been banned by the UK’s Advertising Standards Authority (ASA) for being irresponsible, reports Vísir.
The £3 million campaign featured a group of real-life professional surfers – including Oli Adams, Ben Skinner and Ritchie Fitzgerald – was shot without storyboards or scripts and features the group on a road trip through ice-covered landscapes, then surfing and drinking Jägermeister together.
“The new ad was created in the true character of Jägermeister, using real friends and no scripts,” said Nicole Goodwin, the group marketing manager at Jägermeister UK. “So that the finished film focuses on those unique bonding moments you only get with your mates.”
The ad was banned however by the ASA following a complaint that the ad linked alcohol with tough daring behaviour and ruled that the ad cannot be shown again in its current form.
You can watch the banned ad here.