The link may not work for everyone, so let me summarise the story. The scene is a garden party. A willowy wine connoisseur is holding forth with wine-connoisseur talk to a small group of guests. There is no evidence that his spiel is unwelcome to his hearers; one of them can be heard responding in kind. Then the camera moves to where a woman is talking to a man a few feet away. Both are drinking Gordon’s. The man, played by Philip Glenister who played Gene Hunt in Life on Mars, is more manly and less posh than the wine connoisseur. The woman overhears the wine man and praises Gordon’s gin to her companion in terms that are presumably meant to echo the connoisseur’s while being less pretentious, i.e. such as to actually make the audience want to drink Gordon’s gin. Meanwhile gin-drinking man has also been eavesdropping on wine-drinking man and starts to get visibly enraged. DCI Hunt usually had the excuse that a crime had been committed but this character simply doesn’t like anyone talking lah-di-dah in his hearing. Unprovoked, he loudly insults the wine connoisseur and finishes up with a disingenuous pretence that he does not know why everyone is looking at him.
The message is meant to be that drinking Gordon’s shows you to be plain-spoken and heterosexual. The message it sent me was that drinking Gordon’s makes you an obnoxious jerk.
The above was only the second most annoying advert of all time. There was a commercial many years ago, also for booze, that would have caused me to boycott whatever it was for forever if I could ever remember whatever it was. It might have been lager, bitter, or a mixture of water, urea, uric acid, creatinine and various organic and inorganic compounds. The advertisement was set in a gym. A young woman sprains her leg. A young man steps forward authoritatively, saying “let me look at that”, examines her leg and squeezes it here and there in a professional manner. She thanks him and says how fortunate it was that he was a doctor. “I’m not a doctor,” he replies with a leer and all his mates laugh at how he had managed to get himself a grope of someone in pain. Drink our Alcohol Product and you too will be emboldened to try this!
As I said, no moral. I just want whoever scripted these adverts (the “Bartle Bogle Hegarty Creative Team” for the gin one, apparently), and even more whoever paid for them, to read this one day and suffer torments. Well, maybe not actual torments. Not even one little torment, like an infestation of microscopic nanoyeast monsters making their ears smell of hangover. But definitely significant embarrassment.