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SBTV
Dewar’s ‘sexist’ TV commercial angers viewers
Angry viewers have petitioned for an “antiquated, sexist” Dewar’s Scotch TV commercial to be banned.
Dewar’s The Baron commercial has been criticised as sexist
The advertisement, entitled Meet the Baron, has been criticised for degrading women in its bid to target young, “trendy” male Scotch drinkers.
Focusing on the central character of The Baron, who swoops in to save Dewar’s drinkers in their hour of need, the advertisement explains how “on the battlefield, he wouldn’t just take a bullet for you, he’d be the one throwing himself on the explosives”.
Simultaneously, the advert depicts a busty, rotund blonde approaching a male Dewar’s drinker at the bar, just as The Baron steps in to deflect her advances.
The commercial has angered both male and female whisky drinkers, who have taken to Twitter to voice their disgust.
Whisky writer Johanne McInnis, also known as @WhiskyLassie, has created a petition campaigning for the removal of the advert.
“The message is clear: The ‘wingman’ is jumping the hand grenade (look it up on urban dictionary) – He is getting rid of the fat ugly chick… (Not my words, the definition as found on Urban Dictionary),” she said.
“Then the message shows that the rest of the females, Swedish Bikini Models are ‘worthy’ of the Drinking Man’s company.”
In response to queries about the advert on Twitter, @Dewar’s said: “That blonde woman was a very dangerous criminal and The Baron was merely saving a friend’s life.”
Dewar’s has not responded to a request from The Spirits Business for comment.
The commercial may in fact be against the Distilled Spirits Council of the United States’ (DISCUS) Code of Responsible Practices, which states: “Beverage alcohol advertising and marketing materials should not degrade the image, form, or status of women, men, or of any ethnic, minority, sexually-oriented, religious, or other group.”
The backlash is the second time in months Dewar’s has been the centre of a row over its commercials. In June its Dewar’s Highlander Honey commercial was criticised for actress Claire Forlani’s poor Scottish accent.
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NB: Since this article was published, Dewar’s has responded by removing the commercial from YouTube.