BrewDog’s Foul-Mouthed ‘F**k You CO2’ Campaign Gets Banned For Being Offensive
By Izza Sofia, 18 Nov 2020
Image via BrewDog
Beer company Brewdog has sparked controversy due to its potty-mouthed campaign.
The company has announced that it has taken steps to become more environmentally-friendly with ads around the UK that spell out “F**k You CO2. Brewdog Beer Is Now Carbon Negative.”
The stunt follows the company’s £30 million investment plan and purchase of a 2,050-acre forest where it will plant one million trees to help fight climate change.
Unfortunately, the campaign has been banned by the Advertising Standards Authority even though the profanity is not fully spelled out, with the letter “U” being replaced by a beer can.
Though the company has made a commendable move, the use of a partially-obscured expletive in its ad isn’t celebrated, the ASA said. “We considered the word ‘F*ck’ was so likely to offend a general audience that such a reference should not appear in media where it was viewable by such an audience,” the organization explained.
BrewDog, however, defended its creative ad, pointing out that other media titles had approved the public display, including Newcastle City Council.
The ad, unfortunately, has been prohibited from being displayed at out-of-home sites or in newspapers like The Metro, according to the ASA.
Fuck You C02. @BrewDog is now carbon negative & this means we take twice as much carbon out of the air as we emit.— James Watt (@BrewDogJames) August 24, 2020
Detailed plan here: https://t.co/u9Le8fyGyd
We are also running this advert to help drive awareness of the climate crisis we are all facing. #BrewDogTomorrow pic.twitter.com/qDVCIpWbrf
So happy that @BrewDog is now carbon negative.— James Watt (@BrewDogJames) August 22, 2020
This means we take twice the carbon out of the air each year that we emit. And we are going to do it with our own 2,000 acre BrewDog Forest!
We worked on this plan with @MikeBernersLee https://t.co/5qm79ADYx5#BrewDogTomorrow pic.twitter.com/haxOJqJM9G
[via The Drum, cover image via BrewDog]
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