Toby Talbot: Vodka ads are far from LAPS in taste

Poster advertising by 42 Below.

Campaign: 42 Below
Agency: Consortium
Creative team: Darryl Parsons, Simon Chesterman, Jeff Wood
Reviewer: Toby Talbot of Saatchi & Saatchi Auckland.

If you've ever had to do ads for alcohol brands in New Zealand, then you'll know that sometimes it's easier selling the idea to the client than it is having it approved by the Liquor Advertising Pre-Vetting System (LAPS).

The organisation is a voluntary body that is committed to "responsibility in advertising", so its official blurb tells me.

It is fully supported by all liquor companies belonging to the Association of New Zealand Advertisers. And it is endorsed by the Communications Agencies Association of New Zealand, and the media.

LAPS is meant to pre-vet anything and everything alcohol-related before it runs anywhere; on TV, in magazines, billboards or the internet.

And it expects every liquor ad to adhere to a high standard of social responsibility.

In a nutshell, you can't do ads that:

* Imply immoderate or inappropriate consumption.

* Are aimed at minors.

* Include "heroes of the young".

* Advertise the consumption of liquor in potentially hazardous situations or unsafe practices.

Which brings me to the 42 Below street posters that I saw on Quay St the other day.

The one that I particularly remember has the headline: Drunk all over the world. Like Keith Richards.

These are the latest executions in what must be one of the most talked about campaigns in New Zealand of the past few years.

Which sets up an interesting debate: Despite their un-PCness (or maybe because of it) these ads have broad appeal.

But I bet you a nice chilled 1 litre bottle of feijoa vodka, that they have never been approved by LAPS.

Some might say that they're a gross abuse of the liquor ad laws and deeply offensive.

Others might say they're just a bit of a laugh and very New Zealand.

I don't know which side you're on - but they made me smile.