Friends 'Shot Without Permission' treads a thin line?

Lots of us will relate to the opening points made in this campaign by Dutch lager brand Amstel: advertising is manipulated and manipulative. Who knew? But certain protections have been preserved by these very mechanism. This picture portrayal may strike a 'show the beautiful reality' note, but it also feels inherently intrusive. The brand does ask the question we're likely asking ourselves, but is it enough to know that someone is prepared to compensate us for being 'shot without permission' - if we find out and pursue the issue? We can all understand the interest of 'going viral' as an advertising technique as people think they recognise themselves and/or someone they know in the clip. And it may seem unlikely, but there's also the question of whether any of those photographed might be in fact be jeopardised by their unknowing participation - if one of them was, for example, believed to be somewhere else with/out someone else at the moment the camera clicked.... The brand itself says: "Amstel is launching Shot Without Permission, a photographic project that captures unguarded moments between friends in neighborhood bars. Moments that only happen when nobody is thinking about being observed. Enjoyed in over 70 countries, Amstel was founded by two friends who believed that the best moments in life are the ones where you can be your real self, surrounded by the people who know you best, the inspiration behind this beautiful project. Instead of staging friendship, Amstel chose to document it. Real people. Real bars. No scripts, no actors, no direction. Just the kind of spontaneous, natural connection that exists when you are with your golden circle of friends". Okey-dokey. Whether the ad stirs faintly disturbing sensations, indignation over chiselling 'real' actors out of work, or merely consolidates Amstel in your mind as an honest, enjoyable experience, cheers!

Keywords: Amstel 'Shot Without Permission', lager ads, photography in advertising, photography Javier Tles, INGO