As the economy increasingly makes you want to drink yourself into oblivion every night, so too are the networks slowly turning to booze. Commercials for distilled spirits, once the target of a nationwide ban, have made their way onto cable and now are slowly turning to the networks. The most recent win for the liquor industry came when 15 local CBS affiliates aired an Absolut commercial during the Grammys on Sunday night.
Critics of liquor commercials on TV say they do not want distillers to have access to what is arguably the most powerful advertising medium because so many youngsters and teenagers can be reached through television.
Indeed, a statement complaining about the Absolut spot from one advocacy organization, the Center for Science in the Public Interest, cited the young performers who appeared during the Grammy Awards broadcast, among them Miley Cyrus, Taylor Swift and the Jonas Brothers. (Their appearances in the show came before the Absolut commercial ran.)
“What’s next?” asked a news release sent to reporters on Monday. “Chivas Regal ads on ‘Hannah Montana’?”
That sounds sensible, actually. Teens and kids only ever hear about how bad and dangerous alcohol is. They need to learn from someone that it also makes your nights sexy and fun. And who better to teach them than television?