LaBatt Blue beer and its f word TV ad

By: American Decency Staff

While monitoring one of ABC’s morally bankrupt shows, we came across an equally morally bankrupt commercial. Sadly, little surprises us in the lengths to which some companies will go to shock, gain attention and notoriety in order to sell their products with no concern for the degrading filth they spew. We have seen companies use sexual innuendo and blatant eroticism in their ads. We’ve seen crude language and homosexual themes. However, this most recent concerning ad for LaBatt Blue beer crossed a line we haven’t yet seen in corporate advertising. The ad features a talking deer that spews forth obscenities. The deer uses the f-word – partially bleeped, but very obvious as to the word spoken. Listeners’ minds automatically fill in the bleeped word. We’ve targeted companies for the use of vulgar language in the past, but this is pushing the envelope even further. Trying to legitimize and normalize the use of obscenities on network television. Some would write off the concern – after all it’s a beer company producing the ad. The fact that the commercial is for a beer company makes no difference. They, too, can and should be held accountable. Miller Beer faced criticism years ago for their degrading “cat-fightâ€Â ads that were then pulled. LaBatt should receive the same condemnation for their degrading use of implied obscenity. See below for contact information. LaBatt Breweries of Canada Harvey Carroll, vice-president of marketing 207 Queen's Quay Terminal, Ste. 299 Toronto, Ontario M5J 2T3, Canada Phone: 416-361-5050 Fax: 416-361-5200 Toll Free: 800-268-2337 Email: media.relations@inbev.com Or email: http://www.labatt.com/english/lbc_contact/lbc_main.htm If you live in the West Michigan area, we also urge you to contact the local network station that aired this ad. While this ad appeared during primetime, we believe it only ran locally, not nationally. (Please let us know if you have seen this ad aired in your area.) WZZM 13 Box Z Grand Rapids, MI 49501 Phone: 616-785-1313 Fax: 616-785 -1301 Email: management@wzzm13.com Lastly, Match Grant. We received this gracious offer from an anonymous donor. "… I would like to again offer a $15,000 matching grant to anyone who hasn't given since 12/31/05 or to anyone who gives more than what they gave in 2006 (e.g. if they gave $1,000 in '06 and gave $1500 in '07, we will match the $500 increase as long as it was given between 9/10/07-12/31/07). We will match these gifts received from 9/10/07 through 12/31/07." Help us meet this challenge. Thanks so much – https://secure4.afo.net/ada/main.php?f=donate/display9 American Decency Association Bill Johnson, President P.O. Box 202 Fremont, MI 49412 ph: 231-924-4050 https://americandecency.org

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