Take courage, my friend

The Advertising Standards Authority (ASA) in the UK has come under fire for banning an advertisement for Courage Beer which it has deemed “unacceptable”:

A beer advert that suggested a man needed a drink before gaining enough “Dutch courage” to tell a woman that a new dress made her bottom look big, is unacceptable, the advertising watchdog said on Wednesday.
The poster ad for Courage beers showed a nervous man sitting on a sofa next to a can of beer with a woman standing with her back to him wearing a figure-hugging dress with its sales label still attached. [link]

The Tall Accountant has his opinion on the whole affair:

See the link for the latest from the nanny state.
I am not quite sure what the ASA’s issue is given that the whole issue is rooted in fact.

I can see where he’s coming from, but of course, I disagree.   



A can of bitter is not going to be enough to assist the young gentleman on the sofa in expressing his opinion vis a vis the size of his girlfriend’s arse clearly and concisely to her. Believing that would be folly and would put him – and countless other blokes across the UK who regularly find themselves in the same difficult situation and think that a quick beer will save them – in great danger: No – you’re going to need at least a couple of four-packs for that. 

Drinking heavily before taking on the mission of answering the “does my bum look big in this?” question helps by allowing you to describe the potential problem(s) with the new outfit in detail, and also goes some way towards dulling the immediate pain caused by being struck with the iron, her shoe or your beer glass. It also has the added advantage of also relaxing your body so that your fall to the floor is less likely to do you permanent harm.
Of course, in a best case scenario, you would get so drunk that your other half actually looked attractive despite her massive arse being squeezed into a dress two sizes too small.

Of course, the ASA is unable to cite these genuine dangers as their reason for pulling the ad, because women just wouldn’t understand. This would lead to troubling debate during the ad break on Coronation Street regarding the ASA decision which in turn might lead to that horrible question about the new dress she bought last weekend at Meadowhell. Danger, Will Robinson!!
Better then to say that it might be construed as “offensive” and leave it at that.

Anyway, once again, the ASA decision to ban the advert has led to it becoming a global news story. The Wells & Youngs Brewing Company – who brew Courage Ales – must be gutted.

19 thoughts on “Take courage, my friend

  1. Of course the correct way to handle the situation would be to skirt round the initial question and tell her that to him her arse looks great in anything at all, and preferably nothing. Beer is great, but it does make you say things that you may later regret.

    Tracy´s last blog post was: Plascon greenwash? (Note: 6000 miles… is not responsible for the content of external internet sites)

  2. Tracy > But what if her arse looks huge in the dress? You can’t say that nicely, kindly, inoffensively.
    (Note: This is not an issue with Mrs 6000, whose arse looks nice in everything or… hang on… *checks* “preferably nothing”.)

  3. I see you get the picture. A huge arse is a huge arse no matter what it’s wearing. If you like the huge arse (or even if you don’t), there’s no need to be unkind, hence “skirting” round the issue.

    Tracy´s last blog post was: Plascon greenwash? (Note: 6000 miles… is not responsible for the content of external internet sites)

  4. Tracy > OK. But a huge arse can be made to look less huge arsey if it is dressed appropriately. Having a R40 PEP Stores stretched, begging for sweet mercy, around it is not the way to go. I would have to say something.
    Which means I need a beer. No problems there.

  5. Any man who says “No” to that dreaded question is in for a lonely night. He is going to be accused of lying. The correct response is to take Courage (sic) and mumble, or keep his mouth shut.

  6. Stan > Best advert ever.

    John > It is a no win situation, but you have found the perfect way out. You just missed the final stage – run away.

  7. I think this gag was originally done for John Smith. And done better. It was one of those No Nonsense ads with Peter Kay. It went something along these lines.

    WIFE: Dahling. Do these trousers make me look fat?
    KAY: Nah. It’s all them pies you been eating what done it.

    Or something like that.

  8. Them ads are great Ad Wizard! I just used to mumble along the lines of “You know i love your curves and that dress REALLY shows them off” Got away with that more times than a little 😀

    I know I’m a bad example of a man haha

    Wiggy´s last blog post was: My top 5 games of football (Note: 6000 miles… is not responsible for the content of external internet sites)

  9. Wiggy > Smarmy will get you everywhere.

    Tracy > Arse? Arse? Big Arse? Isn’t that a funny thing? Arse…

    I can’t see it working in this situation. 🙂

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