Ad Standards says no to Didi and ‘six middies’

Ad Standards has pulled up Didi for going a bit too hard, ruling the ride-hailing app’s radio ad about downing “six middies for dinner” missed the mark on responsible messaging.

The advertising watchdog declined to raise a glass to the China-based firm’s spot, which features a voiceover proclaiming: “Yes I Didi, loud and proud, churn it out.

“Yes, that’s it, yes, I have hot chips and six middies for dinner. And yes, I kick on after kick to kick.”