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'No more booze ads at Super Bowl' counter group declares

By Carol Forsloff     Feb 5, 2011 in Sports
The big boys of beer better look out, as there is a counter movement to get them to withdraw booze ads, especially the sexy type, and to be appropriate for youth.
The third annual contest to reward participants for making ads countering alcohol took place in San Rafael, California on February 4, after announcements were made in November by Free the Bowl. A national competition got 63 contestants from 10 states, all looking to counter the seductive alcohol ads that pervade television sports programs. That’s particularly true of the Super Bowl, where the race to be the sexiest and most titilatting viewer enticement brings ads to the edge. 10 contestants were awarded prizes for the best in the competition.
A press release detailed the specifics, with an outline of images here, with the move to counter punch the more sensational ads:
Michael Scipp, Free the Bowl contest director and Marin Institute public affairs director: "In this year's contest we asked young people to add performance elements to their counter-beer-ads" stated Michael Scippa, Free The Bowl™ contest director and Marin Institute public affairs director. "
Oscar Chan, 20, contest applicant from San Francisco, CA said, "I entered the contest to say that the way ads are made today negatively affect our society and we have to fight against this." Oscar's winning entry titled Wherever I Go is also the title of the original rap song sung in his video by a young San Francisco singer/writer Jerusalem Reissig, and is infused with an infectious beat and lyrics like "…Just cuz you drink, doesn't mean it ain't a drug, It ain't all about popping bottles in the club."
1st place contest winner Rami Al-odaini said this, "I'm personally not a big fan of the Super Bowl, but I sure do believe that alcohol ads attract a lot of teens," stated Rami Al-odaini, 1st place winner with his video Ads For Kids. "What I am saying is that we need to look into our society and see where we stand today. The facts are clear, these ads play a big role in what's happening with underage drinking, and we need to take a step just like we did with tobacco ads."
The Free the Bowl organization bases its logic on research findings from medical experts that show early adolescent exposure alcohol advertising increases the tendency for young people to drink and for some of them to drink too much.
Here’s more information cited by the group. The big boys of booze are said to have 2 million television ads this year, with foreign-based companies projected to spend half a billion dollars on sports programs. Anheuser-Busch InBev is said to lead the pack of those alcohol giants in the Super Bowl with four minutes of airtime estimated for the game, as 30 million underage fans will be fixed on watching the most important football game of the season.
"What inspired me to make this video was that so many are affected by all sorts of alcohol-related harm and all it does is tear family and friends apart," said Thong Lor, 14, from Westville, OK, whose video No Beer won a third place prize. "Alcohol does not come with a time machine to turn things back," he added. "Hopefully my video will send a message to those in need of guidance to turn your cheek against alcohol and not promote beer."
Online advertising and social media promoters are making more hype for the Super Bowl every year, and while the booze boys beat the drums for their beverages, lots of eyes will linger on the giants of the soft drink industry, Pepsi and Coca Cola, as the champions slated for all age groups. There doesn’t appear, however, to be a group calling for withdrawal of these ads on the basis of sugar content, as the ad wars gear up for center stage, and viewer appreciation, on Super Bowl Sunday.
More about Worst super bowl ads, beer advertisements, Free the Bowl, Marin Institute, Alcohol Abuse
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