Caretaker Information Minister Melhem Riachi has tasked the Audiovisual Media Council with investigating a commercial for a non-alcoholic beer after religious bodies and child protection organizations criticized the ad. “I drink when I’m pregnant. I drink before I drive. I drink and I’m 15,” are the lines that open the commercial as footage shows an array of people who should ostensibly not be drinking alcohol holding a green, glass bottle and nodding their heads to a catchy beat. “I drink all the time, I drink without alcohol,” is the punch line of the short clip as it’s revealed the beer-like drink is non-alcoholic.
While the ad is likely meant to be cheeky, it has drawn criticism from religious groups who claim the nodding movement the actors are making can give off the wrong impression. “Those who drink this drink shake their heads in an abnormal way, suggesting that the drink is causing this condition,” the complaints alleged, according to the state-run National News Agency.
A statement released by the Audiovisual Media Council Monday asked the beverage’s producer, Kassatly Chtaura, to “review this commercial, taking into account the observations of complaining parties.”
The criticism originated from religious groups, children’s rights groups and concerned individuals, Abdel-Hadi Mahfouz, the head of Lebanon’s National Audiovisual Media Council, said.
“The [complaining] parties are considering that these [motions and facial expressions] are often linked to alcoholic drinks. They’re claiming it’s a symbolic gesture portraying that this drink has the same effect as alcoholic drinks,” Mahfouz told The Daily Star.
The concerned parties perceived the clip as an “indirect call to consume alcoholic products,” Mahfouz said, noting that he did not see anything problematic in the video.
The advertisement for the drink, Mezza, was broadcast on TV stations, targeting typically non-alcohol-drinking groups like teenagers, pregnant women and drivers.
While Kassatly Chtaura – the local agro-food and drinks manufacturing company that produces Mezza – is well-known for its wine and alcoholic Beirut Beer. The launch of Mezza in March was considered its breakthrough into a new market. Mezza is produced in an entirely separate facility from Kassatly Chtaura’s alcoholic products.
Akram Kassatly, President and CEO of Kassatly Chtaura, denied the accusations. “The point is for those who do not want to drink alcohol to have a Lebanese product to take pride in and drink, without being harmed by it,” Kassatly said.
“It’s a clean and smart commercial, and we thank the company that produced it. The entire idea is to grab attention and be different,” he added.
As for the head bobs, Kassatly said the actors in the commercial were merely moving in sync with the music, “nothing more, nothing less.”
While Mahfouz said nothing struck him as particularly alarming in the video, he said complaints of this kind were “strangely very common.”
In the end, Mahfouz said the differing interpretations of the video came down to a matter of perception, and no action was being taken so far.
“I saw people interacting with the music and this is a positive aspect. [Offended parties] didn’t see this side, and instead saw the [portrayed] effect of the drink ... I am not against advertisement in any way, but I’m taking into consideration peoples’ views,” he added.
This article has been adapted from its original source.
