June 21st, 2007
Sex, TV and Jack Daniels
By Lynn Smith
Los Angeles Times
Consumer group complains that the sponsor of the series 'Mad Men,' about an ad agency in 1960, is violating liquor industry standards.
A new television series set in a New York advertising agency in 1960 has drawn complaints from a consumer group, alleging that the show’s sponsor — Jack Daniels — is violating liquor industry standards by mixing sex, irresponsible behavior and alcohol.
Trailers from AMC’s period drama “Mad Men,” scheduled to premiere July 19, appear on its website along with Jack Daniels promotions.
Commercial Alert filed a formal complaint Wednesday with the Distilled Spirits Council of the United States alleging that the sponsorship crosses a line that generally precludes liquor advertising in shows with “depictions of overt sexual activity,” lewd images or language, irresponsible drinking and intoxication.
The complaint was based on a clip that shows an ad exec climbing into bed with his girlfriend, as well as reports that Jack Daniels will be integrated into the show’s scenes, said Robert Weissman, managing director of the Washington, D.C.-based nonprofit organization.
“If what’s been reported is correct, Jack Daniels will not be in a bit part; Jack Daniels will be a star of the series,” he said.
The group earlier called for AMC to cancel the series. “We still think the show should be canceled,” Weissman said. But given that the show has already been produced, the group is taking its protests through other avenues: In addition to the formal complaint, the nonprofit is also urging public service announcements about alcohol abuse before, during and after each show.
In 1996, the liquor industry dropped a 48-year-old voluntary ban on broadcast advertising. Since then, the commercial landscape has changed dramatically. According to the alcohol industry trade group, liquor ads air on dozens of cable channels and more than 500 network affiliate channels. Commercial Alert’s complaint is under review by the trade group’s board, which judges complaints and offers suggestions generally followed by members on a voluntary basis.
Matthew Weiner, creator and executive producer of “Mad Men,” said the drinking in the show is not advocacy.
“I’m trying to tell a story about that time. It’s not done for glamour,” he said. In that era, “People drank more and all the time. They drank in their cars, at work, in the morning at work.”
Though Jack Daniels will be shown in scenes, he said, “I have never altered the content and will not alter content” to promote the brand. “I’m not in the advertising business,” he said.
Phil Lynch, vice president of corporate communications for Brown-Forman, parent company of Jack Daniels, said AMC had offered to place three references to Jack Daniels in the 13-week run of the show as a gift for its general advertising commitment on the network. So far, though, he said, he hasn’t seen any of the scenes. “We’re confident we’re not violating the code at all,” he said.
AMC executives were not available for comment.