What a great line!
I’m sure you’re familiar with “The Godfather” movies, a classic series that revolved around the Italian American mafia Corleone family in the 1970s and 1990s.
The films were known for depicting power struggles among mafia families, marked by violent conflicts.
I therefore find it intriguing that Au Vodka chose to create a parody of this iconic series to promote their new alcoholic drink.
This decision has put them in a tricky spot with the ASA once again. Just last month, they faced issues for implying that drinking and driving were acceptable through showing their products in a car.
This month’s problem is centred around a series of Instagram posts called “The Vodfather.”
These posts include videos re-enacting scenes from the movies. For instance:
– The introduction of their new drink, “Pink Lemonade,” as “The Pink,” humorously positioned as more successful than extortion and gambling;
– The phrase “The Vodfather has spoken,” hinting at dire consequences for those who defy him;
– Enforcers dressed in black, wearing balaclavas, hitting and shouting at people and needing to “get rid of the gear”;
– The Distributor aggressively pushing shopkeepers to sell their product, leaving them with no choice.
Au Vodka argued the posts are meant to be taken as exaggerated humour and parodies, not endorsing aggressive behaviour or illicit activities.
However, it’s clear that most people, regardless of their stance on the films, would understand the implications of this comparison.
Au Vodka needed someone to provide insights during the conceptual stage, someone who could offer a common-sense perspective on the ASA’s rules.
These rules aren’t black and white; they have nuances that require careful consideration.
And that’s what you’ll get if you ask for my assistance – a compliance-oriented approach infused with common sense.