TASTE THE BUSH.....UM, OKAY!

     So, the definition of a 'bushman' is of Australian in origin and it is one who travels or lives in the wilderness, especially in the outback. That being said; a new sexy slogan prompted a regulatory agency in the U.K. to ban an Australian wine company's TV ad because the agency used the phrase "you can almost taste the bush" was a reference to something much naughtier than wine. 

     Premiere Estates released a video featuring a woman talking up the company's wine, then placing a half-full glass of wine at a low table in front of her no-no area just before she says phrase, "Some say you can almost taste the bush." She then hesitates for a moment before she awkwardly looks down, picks up the glass and walks away. I see nothing wrong with this ad. In fact, as a person with an advertising degree, I thought this ad was pure genius! It caught my attention, was witty and extremely funny. The ad is obviously targeting adults who drink wine. So, why is this a problem? Only adults will understand this ad. 

     Premiere Estates also promoted this campaign on social media. A ruling issued last week by U.K.'s Advertising Standards Authority concluded most viewers would understand the "taste the bush" phrase to be a "to be a reference to oral sex, particularly given that it was accompanied with the image of the wine glass positioned directly in front of the woman's crotch." Because of that  context, "the ad presented the woman in a degrading manner," ASA also said. The agency also concluded consumers would understand the hashtag #TasteTheBush to be a double entendre that could refer to Australian wine or female genitalia. 

     The ASA received eight formal complaints about the ad campaign, including complaints from a wine promotion company and a charity dealing with alcohol-related issues. The wine company will not be allowed to run the ad in the U.K. Premiere Estates purports to work with independent retailer and specializes in location and selecting high quality, reasonably priced wines. 

     Like I said, I see nothing wrong with this ad. I think everyone needs to calm down. Besides, isn't the U.K. known for their risque ads? Why is this suddenly a problem. The English used to be known to have an amazing sense of humor. When did they get so snobby? If you want to see the commercial ad, here it is: