IQ - Smoothness

Det är fredagsmys för vuxna. Den sofistikerade miljön, musiken och den dämpade belysningen försätter oss i stämning. I slow-motion fylls kristallglaset upp med den gyllengula vätskan. Den bilden av alkoholkonsumtion möter oss allt oftare, men i sin nya reklamfilm låter IQ oss följa med även till alkoholens baksida. Där sväljer man inte spriten utan att grimasera, där får barnen se sina föräldrars sämsta sidor och glamouren förvandlas snabbt till torftighet.

Category:

Entertainment

Tags:

• IQ
• initiativet
• Smoothness
• Taman
• whiskey
• reklam
• reklamfilm

[Christoffre]

@TheEarthchief It is a typical Swedish bar. Many of the bars in Sweden is inspired by the English and Irish pubs. Also, every time a whisky commercial is showed in Sweden it always some Irish guy explaining how it become perfected through generations.

So this commercial have nothing to do with Ireland, the Irish, UK nor the Brittish. It's only about the backside of alcohol.

[A84M]

This is to create awareness of the romanticised views of alcohol that typical alcohol ads promote. Most whiskey commercials that run in Sweden depict the usual Irish and Scottish stereotype of beautiful and wild nature, pure spring water etc. (As does all tourism ads, this is basically how Ireland and Scotland are being promoted to the rest of Europe.) As someone said furhter down: "The "drunken irish"-sterotype don't exist in Scandinavia, it's a anglo-saxon phenomena."

[marsvin55]

I love this comercial!! älskar den!

[christoffer501]

Stop writing so long comments!!! No one reads them anyway

[Notasthinkasudrunkim]

@TheEarthchief Also, that pub looks pretty much like all the pubs I ever go to. And the mood given by the infomercial is pretty much the same given by the commercials for all the whisky brands shown on TV here. It's what Sweden has become after internationalization; thus giving IQ more aspects than the traditional or domestic ones to look into. It's all in the eyes of the beholder, I suppose. But I recommend letting it go, cause no swede will watch this and think ill thoughts of another country.

[Notasthinkasudrunkim]

@TheEarthchief IQ, the company, are not about putting other people up against the wall. With an internationalized and globalized world, and the very diverse society we all live in, there're more people to reach out to than the stereotypical vodka-drinking or beer-chugging swede. I, and many others, prefer whisky and stout over vodka and lager anyday, and would never hold a grudge against the people supplying it. It's just to show us, that the problem exists in the whisky-culture as well.

[3zaldo]

The first time I saw this my first thought was: "no, not another whiskey commercial!" because in the beginning it looks like every whiskey commercial we have, but when in the middle when it turned to the backside of alkohol I actually listened. Because it's true what they say, because of alkohol children gets to see their parents worse sides, I have seen my moms plenty of times.

[pinhod2]

LEGALIZE MARIJUANA...

[TheEarthchief]

@Notasthinkasudrunkim Tell that to the Swedish posters who are saying that this advert is very specifically an advert designed to mimic a very specific TV advert by a particular brand from a particular country. You can't have it both ways. I've seen a Swedish anti alcohol advert using a false beer. And it's fine. It's set in Sweden, the beer is Swedish, the drunks are Swede's. That's great. Do that and just leave other countries and their brands our of it and we'll all get along.

[Notasthinkasudrunkim]

@TheEarthchief Oh btw, I recommend having a look at their other commercials against drinking... there are quite a few....

[Notasthinkasudrunkim]

@TheEarthchief Nothing in this commercial is about accusing other countries for producing or supplying alcohol, saying so would be ignorant. It's to raise awareness to the consumer and his or her surroundings to drink in moderation, not blaming the lovely country of Ireland nor UK (nor any other) for supplying us with these wonderful beverages and drinks. //A Swede