Why is the phrase ‘Life, drink it in’ too subversive for Aussies to handle?

for what it’s worth mitchell i agree, advertising rules around alcohol are absurd and i can’t see any reason to ban your ad.

it’s a nice piece of creative too & i think the overall tone is mature and appropriate.

my suggestion: change the tag to “don’t you DARE enjoy this alcohol, foolish consumers” ABAC would probably let that one through

The ABAC are saying that metaphorically the headline connotes consume to the fullest, or consume till you have had your fill. The ABAC think its motivating people to drink more than people should. That’s their no-no. They also think the visual says drink and dance in the goods shed and you could fall in front of an oncoming train.

I’d run the ad without the headline. To me its simply a stronger ad. It still works visually and will still sell a $200 wine to your demographic. And ABAC would pass it.

Life, Drink it In, unless you are brain dead. It is hard to give any respect or credence to the ABAC when they come up with a ruling like this. What it does is work against their objectives really.

As someone who has worked on Alcohol for years, to tell you truth, I’m not at all surprised that line has been canned. We’ve had many many similar or even less ‘dangerous’ lines dismissed. When you get into the grey area of double-meaning it becomes pretty subjective and you never know for sure what’s ‘breaking the rules’. The irony of alcohol advertising is the two things you can’t say are it’s enjoyable or it makes you drunk.

I find it bizarre that ABAC would reject something so innocuous. Has it really come to this?

How about something along the lines of breath? You breath air; life and you breath wine so it softens and mellows…

The Nannies are out and about.

this absurd ruling is just another byproduct of a nanny state in which so many comms get self-censored out of concern that someone *might* be “offended” (whatever that means), or *might* respond irrationally

it’s worse than living in the hyper litgious US – at least being sued for something, anything, is a legitimate fear, not an apprehended concern by the Chicken Littles in Australia

Hi Mitchell,

had the pleasure of working on your account many years ago, and quaffed a bottle or two of St Andrews over a fine Clare Valley feast with you and your team one night. So I can imagine just how galling this must be. Not as if you’re Wicked Campers, is it?

Here’s a thought, if the demon word is drink, choose another verb. How about ‘Life, ingest it’.

Not as poetic, it’s true, but the bureaucratic mind might find the slightly biological tone more palatable.

And then you could mess with their puny minds:

Life, in jest.

Perfect!

Just joking,

Alex

Good to see that in the already most regulated advertising market in the developed world, the people at our regulatory bodies are not shy of adding another layer of bureaucratic ‘protection’ (a kind of cricket box on top of your cricket box).

Agree with Groucho – this just makes ABAC look less credible and works against their objectives

Geez, makes me want to go and have a drink!

Not very original ; Accolade uses the slogan “Celebrate Life” for its Omni sparkling wine.

Got right to the end and discovered Alex had beat me to the “punch ” (non-alcoholic).
If Wicked can just thumb their nose ( or extend middle digit) to advertising standards with seemingly no consequences……. But I guess you ARE a responsible business so don’t want to take the cowboy approach.
Thanks for informing us …. And confirming the world really has gone crazy.

‘possibly an occasion for asking for forgiveness rather than permission?

I’m with Mitchell. Any reasonable person would take that for what it is – as a message to life life to the full. Is there no accounting for common sense in ABAC? What gives them the right to treat consumers like morons that need to be saved from themselves?

I’m surprised that you (and your agency?) are surprised. It’s clearly a double entendre and implies that drinking will enhance your life. A big no no. And while your execution is ‘arty’ and your brand has credibility, the legal/regulatory system doesn’t account for that. One rule for all ie what would then stop another company putting that slogan on a cheap spirits?

So they’ll approve a tv spot featuring a rag tag bunch of blokes who build and sink a boat – presumably because they’re drunk on Bundy rum – but they won’t approve this inoffensive headline?? Talk about double standards….

@Michele – I’ve worked on alcohol ads for more years than I’d care to remember and, in that time, have written more than my fair share of controversial campaigns. Consequently, I’m pretty fluent with the ABAC code. That said, I’d never have predicted this outcome. Such is the lottery that is the AAPS process.

It’s sad to think that tax payers have to pay these nannies. How about trying “LIFE – SAVOUR IT”

I accepted long ago that as a highly regulated industry we are fortunate to be even allowed to advertise our products. While sometimes the interpretation of the advetising regulation is a little over the top, I can understand their reasoning in this case.
The phrase “Life, drink it in” seems to suggest that if you are not drinking, then you are not living. I actually find this approach quite tedious as this is exactly the sort of suggestion made by some drunk peers when myself or a friend are not drinking of an evening, which is exactly the sort of peer pressure this industry could do without.
Indeed, the only drinks I think this phrase could really apply to is either water or milk.
As for the whole nanny state/political correctness rubbish, If that is your biggest complaint about your freedoms or lack thereof, then you are doing pretty well. Thousands of Australians are denied the lifestyle or futures they wish to lead, even though their personal lives have nothing to do with us. Much harsher that having an ad knocked back I might suggest.
Bit of perspective please.

Chas’ suggestion at 11.52 is far more appropriate.

Life. Taylor made.

I think therefore I drink…..good luck Mr Wakefield

So this is what it’s come to…one cannot advertise their own product, their livelihood, in fear of upsetting the do-gooders who cannot see right from wrong, let alone make up their simple minds about anything in life without having to consult the rule book. Seriously folks, I fear for my children’s future and how over governed they will be. Will they even be allowed to think without being shut down for fear of someone reading their mind and taking offense. Get Real ABAC, who votes these people into their too powerful positions in the first place!

Thanks everyone for your supportive comments.

Don’t worry we will keep up the good fight for what is a legal product that Australia has a comparative advantage in, on the global scene.

Wine is so important to the culture and spirit of Australia.

Our family business will always defend it’s right to develop our brand and communicate our story in the most effective manner.

I’ll keep you all posted on our next move and thanks for all the useful suggestions.

Welcome to the GREAT -GRANNY STATE.
How’s that for a double entendre..
To ABAC, how about LIFE—GET ONE!!
I’m fed up with overpowered bureaucrats and the state of bumbledom our country is administered by.
I think I’ll do something really radical and have another drink.
See canning your ad is no deterrent..

Having enjoyed my first Taylors Red some fifty plus years ago I certainly relate to the “banned” headline. I find it difficult to comprehend -even in these days of ridiculous political correctness- that it could cause a stampede of desperate wine lovers* to fall over each other, each hell bent on parting with $200 to get a bottle.
The ban is just plain nonsense.

* I considered using the dreaded “d” word – drinkers – but thought better of it.

hmmm, sorry, but this is a vexed issue for me and I net out on the side of the ban