Feeds

ASA calls time on alcopop ads

Authority shows its WKD side

Build a business case: developing custom apps

The second adjudication against Diageo Great Britain Ltd concerned "a range of Smirnoff Ice TV ads that all featured Uri, a chilled-out Eastern European loyal to Smirnoff Ice".

The ASA described the first in a series of seven thus:

The first ad showed Uri giving viewers a tour of his Arctic wilderness home saying My name is Uri and welcome to my house. Let me take you on a little tour. It's good ya [he warms his hands by a flat-screen computer monitor that showed a burning log fire]. Oooh [he watches a football match on a flat-screen TV hanging on the wall] My stereo. And this is my pride and joy, my refrigerator [he opens the door to the fridge and steps outside into the snow]. Nippy. Perfect temperature. This crazy boy here is my homeboy, Gorb. And this is the best thing about my place, the peace and quiet [he turns on his stereo to full volume]. Smirnoff Ice, brrrrr!

Diageo countered the alleged breach of rule 11.8.2 at some length, stressing it had "purposely chosen an entirely fictional male lead to avoid the use of existing celebrities", that "the heavy rock [soundtrack] from Quarashi, an Icelandic band not distributed in the UK, would have no youth appeal in the UK", and that it "had worked with a media-buying agency to ensure that a minimum of 75 per cent of the audience for the campaign was of legal purchase age or above".

Specifically regarding the ad outlined above, Diageo added that "the inspiration for the ad was the generic home improvement programme format on TV and they believed it was about a man having pride in his home, something that was more relevant to adults".

The adjudication notes: "Diageo maintained that interest in celebrities was not confined to young people. They argued that Uri and Gorb were not celebrities and the house tour was not of disproportionate appeal to under 18-year-olds. They said the ads mocked celebrity culture and parodied the obsession with how celebrities live by depicting a character who lives a distinctively unglamorous lifestyle. They maintained this satirical humour was clever, urbane and strikingly adult."

The ASA disagreed. Its assessment declared: "Despite Diageos careful scheduling, more than 92,000 under 18-year-olds viewed the ad. We considered that the rules were for the content of the ads, not the scheduling of them, and that targeting the ads so that the under 18s made up a low percentage of the audience did not mean the code did not apply."

The agency ruled:

We concluded that the characters were likely to become cult figures with strong appeal to under 18s and that all the ads that featured Uri or Gorb breached the CAP (Broadcast) TV Advertising Standards Code rule 11.8.2 (a) (Alcoholic drinks) and should not be shown again.

Boost IT visibility and business value

More from The Register

next story
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
Ex-Apple man Sam Sung - for it is he - sticks namebadge on eBay
Stump up via tat bazaar, do a good thing for ill kids
Check your Clungene, Irish women warned
Have a quick shufti, you may not be pregnant after all
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.