Budweiser Ad titled “Dream Big” featuring UFC boxer Conor McGregor has been removed from Ireland’s national TV station Radio Teilifis Eireann (RTE) because the ad might encourage young people to drink alcohol.
During the “Dream Big” ad, McGregor gives a motivational speech as the streets of Dublin transform into Los Angeles around him. “Keep proving others wrong, If your dream doesn’t scare you, then it’s not big enough.”
Irish advertising guidelines prohibits brands from using ‘heroes of the young’ to market alcohol, the RTE argue that McGregor is popular among young people.
McGregor is the current UFC Featherweight Champion, when he beat Jose Aldo for the title Irish officials refused to organise homecoming celebrations until a public outcry forced them to change reverse the decision.
“RTE believes it took the correct and prudent course of action in not approving the commercials for broadcast on its television services,” Paul Mulligan, RTE head of operations for commercial services, told The Sunday Business Post.
According to Irishmirror.ie, Budweiser Ireland released a statement sticking by its decision to have McGregor as an ambassador of their brand, and that the commercial was approved by independent pre-vetting service. “Conor is an aspirational figure for people who wish to follow their dreams and ambitions,” the company said in a statement. “Based on independent statistics research, Conor McGregor has an overwhelming adult appeal.”