In 2007, comedian Wayne Federman supplied the voices for a series of Canadian Labatt beer commercials in which he portrayed an improbable collection of objects, including a fish, a deer, a boulder, and a slab of ice. The campaign was built around anthropomorphic voices and comic visual suggestiveness rather than a conventional celebrity performance, but viewers interpreted part of the dialogue or presentation as carrying an implied vulgar meaning. Complaints quickly reached the advertiser, turning what had been intended as offbeat beer humor into a minor broadcast controversy. Labatt ultimately pulled the advertisements and had them re-edited before they could continue circulating. The incident is a small but revealing example of how commercial comedy can be altered after public reaction: even without an explicit obscenity or a major scandal, an innuendo that advertisers believe audiences will understand as harmless can force an entire campaign back into post-production.
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