Still from film: Paramount Pictures

Newcastle-based Koosday Events has been ordered not to run an ad campaign it posted on students’ car bonnets in the city featuring an image from the film ‘Wolf of Wall Street’.

The ad for a club night carried the words “‘I DON’T WANT TO DIE SOBER’ – Jordan Belfort” and showed the scene where Hollywood star Leonardo DiCaprio was seen slumped against the outside of a car with one leg inside it and the car door open.

A complaint to the Advertising Standards Authority(ASA) said the ad linked alcohol with driving and challenged whether the ad was irresponsible.

The ASA agreed saying:

“We considered that the ad therefore linked the consumption of alcohol with driving, and that the quote and further text “#KOOSMADEMEDOIT” implied that drinking to excess was daring and desirable. The CAP Code stated that ads must not encourage consumers to drink and drive or link alcohol with driving or with daring behaviour. We therefore concluded the ad was irresponsible and breached the Code.”

The company claimed they had not seen the ad before it was circulated as it had “been prepared by a designer and forwarded directly to Uni Car Ads without having been seen by Koosday Events.”

Read the full judgement here.