Why Jeremy Clarkson’s Hawkstone Lager Advert Was Banned in the UK – And Why Nobody’s Really Bothered
What Was the Advert?
Clarkson’s high-budget commercial, created as a heartfelt tribute to British farming, featured a choir of 34 farmers performing a raucous operatic rendition of the famous “Flower Duet” – all culminating in an expletive-laced chorus, “F*** me, it’s good,” before Clarkson himself swigs a pint and echoes, “Hawkstone. It is f***ing good.”
The advert set out to showcase the hard work of British farmers and promote Hawkstone lager, brewed with barley from Clarkson’s Diddly Squat Farm.
Why Was It Banned (Or Was It)?
Clarkson announced that regulators – the Advertising Standards Authority (ASA), Clearcast (TV), and Radiocentre (radio) – had “banned” his advert because of its explicit language. He claimed it was silenced on traditional media and censored by what he derided as the “fun police in their beige offices.”
But the real picture is more nuanced. None of the regulatory bodies had actually received the advert for review, let alone banned it. ASA only handles complaints after airing, and both Clearcast and Radiocentre confirmed they never even saw the advert. Had the explicit version been submitted, it almost certainly would have been rejected as non-compliant due to the repeated swearing – but in reality, it was never formally considered.
Clarkson’s Response – and the Marketing Spin
Clarkson used the situation to amplify the ad’s reach, calling on newspapers and online platforms to show the video directly to the public. In doing so, he generated far more buzz (and press coverage) than any standard broadcast slot could have achieved.
This playbook—“It’s banned, so let’s make headlines”—is classic Clarkson. The controversy fit perfectly with his rebellious persona and brought attention to Hawkstone lager as an authentically British, rule-breaking product.
Why We Don’t Really Care
For most viewers, the notion of a sweary beer advert being “banned” is hardly shocking or even surprising. British audiences are both accustomed to and generally unfazed by cheeky marketing stunts, especially from personalities like Clarkson who thrive on winding up authority.
The explicit language in the advert would have made it a non-starter for broadcast TV or radio anyway, and viewers who wanted to see it could watch it online—uncensored, viral, and arguably more effective.
British consumers are savvy enough to recognize a publicity stunt, and most are likely to shrug and get on with their lives, seeing the fuss as little more than another day in the Jeremy Clarkson circus.
The Bottom Line
Clarkson’s Hawkstone advert became a “banned” sensation not because it broke new ground, but because it was designed to cause a stir, jump regulatory hurdles, and give his brand the rebellious edge that sells. The result? Hawkstone’s name all over the press, the British public amused but largely unconcerned, and Clarkson with another feather in his well-worn marketing cap.
