Smirnoff "Keep the Good Stuff" ad banned by ASA, 72andSunny will appeal

The spot, called "filter the unnecessary" was created by 72andSunny, Amsterdam, and shows how someone enters a seriously pretentious bar where all the hepcats give them the stare-down, and they have to make their way to the bar past overgrown moustaches and necklace wearing fashionistas. Once the bar is reached, it topples, pouring out the ice poodle, the bearded bartender, the pretentious fashionable people, and instead lets in light, a cute DJ who starts the music, and smiling patrons who turn to welcome "you" into the fold, as this is all shot in p.o.v.
The complaint was, that the alcohol was needed in order to have fun at the bar. The ASA said:

"We considered the ad's presentation implied that before the visitor asked for an alcoholic drink, the bar was cold and uninviting and that once his drink had been ordered, the bar changed and became livelier and more fun. We considered the contrast between the two implied it was the presence of the alcohol that was the pivotal point in the bar's transformation."

Client: Diageo
Ad agency: 72andsunny Amsterdam