Lion 10 Draught Beer

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A Kiwi bloke has a good time watching rugby with mates, playing darts and chatting to a woman at the pub.

"I just scored a 10, babe" repeats the jingle (while an "Aussie fella" fails to do so).

Advertisements in the Lion 10 "I just scored a 10" series – in particular a variant of this advertisement which included a lingering close-up on a female bartender's cleavage – prompted a flurry of protests over their objectification of women while the campaign was running in 1982.

This advertisement likely would not be able to made today. Stricter codes of advertising set by the Advertising Standards Authority now specify that: "While alcohol advertising and promotions may depict the consumption of alcohol as incidental to a friendly and happy social environment, it shall not promote drinking alcohol as a better or more attractive lifestyle choice nor imply that the success of a social occasion depends on the presence or consumption of alcohol."

Catalogue Reference C1814

Year 1982


Production Company: Silver Screen
Director: Geoff Dixon

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