Ad description
A TV ad for Aston Manor’s Crumpton Oaks Cider, seen on 25 May 2024, featured five animated characters wearing urban-style clothing and rapping in an adaptation of the song “Straight Outta Compton” by N.W.A. The main character, who wore sunglasses, a back-to-front baseball cap, a puffer jacket and a gold chain, rapped “You are now about to witness our mighty apple.
Straight outta Crumpton, making cider with attitude” as he held a can of Crumpton Oaks cider. Further lyrics included “It tastes mighty with a bitey, made from apples right here in old blighty, we get ‘em all pressed up then messed up and then we’ll be taking just the best stuff”, as the main character was shown wearing knuckle duster gold rings on both hands that stated “BITE”.
As the main character was rapping the other characters, sporting baseball caps and gold chains, were shown breakdancing, spray-painting the Union Jack next to a low rider car, mixing on DJ decks, and dancing against a backdrop of speakers and crates of apples. Images of bright red, pink and green apples and cans of cider appeared in the background of each scene.
The ad was cleared by Clearcast with an ‘ex-kids’ scheduling restriction, which meant that it should not be shown in or around programmes made for, or specifically targeted at, children.
Issue
The complainant, who believed the ad included elements that reflected or were associated with youth culture, challenged whether it was likely to appeal strongly to people under 18 years of age.
Response
Aston Manor Ltd t/a Crumpton Oaks said that the inclusion of animated characters alone would not make an ad of strong appeal to under-18s. They cited other alcohol ads that used animated characters, and a previous ASA ruling which had not been found in breach of the Code.
The characters portrayed in the ad were specifically designed to be over the age of 25, and they had ensured that the images used were not childlike in their style and would appeal only to adults. They said that the Portman Group advice service had reviewed the ad and stated that the characters were fantastical, some being green for example, and did not have the thick bold lines outlining them which could have appeal to children. They also noted that the activities included were clearly a reference to hip hop culture, a culture that was likely to appeal broadly to all ages, while the group N.W.A specifically appealed to adults.
Clearcast said they had carefully considered all aspects and elements of the ad, particularly the potential youth appeal surrounding the animated visual style and music used. They said the style of the animation was not of an overly colourful or vibrant nature and resembled more an adult themed cartoon. The ad included activities commonly associated with the hip hop movement from the 1960s to the 1980s, such as breakdancing and graffiti. Similarly, the track used was a variation of the song “Straight Outta Compton” by N.W.A, originally released in 1988. In addition, all featured characters portrayed were clearly well over 25 years of age. The ad therefore would not have strong appeal to young people.
They also referenced the same previous ASA ruling highlighted by Crumpton Oaks, in which the animation style had been found to be reminiscent of cartoons aimed at an adult audience and that the characters did not behave in a juvenile or adolescent manner.
Assessment
Not upheld
The BCAP Code stated that alcohol ads must not be likely to appeal strongly to people under 18, especially by reflecting or being associated with youth culture or showing adolescent or juvenile behaviour. Therefore, alcohol ads in broadcast media must not have content that would be of strong appeal to children, regardless of when they were broadcast.
The ASA acknowledged that the hip hop music and imagery, including breakdancing, graffiti and low riders, had some association with youth culture. However, we recognised that these activities and cultural references were synonymous with a specific era of hip hop, particularly the 1980s and 1990s.
Additionally, the track used in the ad was an adaptation of the song ‘Straight Outta Compton’ by the group N.W.A, released in 1988. We therefore considered that the music and themes presented in the ad held nostalgic value for those who grew up during that time and that they would not resonate with younger audiences.
Additionally, while the characters were drawn in colourful, surreal styles, we considered they were more reminiscent of styles used in cartoons aimed at an adult audience.
For those reasons, we concluded that while the ad could have some appeal to people aged under 18, it was unlikely to appeal strongly to them, and therefore did not breach the Code.
We investigated the ad under BCAP Code rules 19.15, 19.15.1 and 19.15.2 (Alcohol), but did not find it in breach.
Action
No further action.
