AB InBev has been rapped by the advertising watchdog over a radio spot for Budweiser that linked drinking with sexual success.

The advert featured a motivational ‘locker room’ speech from a male character urging other men to “Grab some Buds” and prepare for a night of unexpected success.

“Gentlemen, you were conceived on a night like tonight,” the coach character said. “Tonight, before going out for that ice cold Budweiser, put in that extra two minutes in front of the mirror. Because you never know who you’re going to meet.”

Although AB InBev pointed out that there were only two references to drinking alcohol in the ad, the Advertising Standards Authority found the advert did indeed breach its code.

“We noted it was suggested that it was on such nights that unexpected and significant events, including conception, could take place,” the ASA said.

“We considered the ad was likely to be understood as suggesting the group was preparing for an evening where alcohol would be drunk and during which the participants would have a great time, including the possibility of meeting a potential sexual partner.”

The ASA ruled that the ad must not be broadcast again in its current form and told the brewer to ensure its future advertising did not link alcohol to sexual success.

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