Ad description
A Video on Demand (VOD) ad for Hendricks Gin, seen on 7 June 2024, featured a mixture of real-life and animated footage. A voice-over stated, “Hendricks Gin invites you to follow your curiosity.” A real-life man in Victorian-style clothing was shown travelling in an underwater vehicle reminiscent of a large diver’s helmet in an animated, mostly black and white, underwater fantasy-like world.
He spotted a turquoise, winged seahorse, also wearing Victorian-style clothing, that tipped its top hat at the man. He followed the seahorse and surfaced in an exotic, brightly coloured setting filled with plants and scenery and a mix of animated people and creatures wearing human clothes dancing to music, which he joined in with. The ad ended with a voice-over which stated, “Hendricks Gin. Refreshingly curious.”
Issue
The complainant challenged whether the ad was likely to appeal particularly to people under 18 years of age.
Response
William Grant & Sons Ltd t/a Hendricks Gin (William Grant) said the animation used in the ad was of a Victorian surrealism style. They believed the style was inherently old-fashioned and that the overall impression of the ad was adult in nature. They believed the ad did not reflect or associate with youth culture and would not capture the attention of, or appeal to, those under 18.
They said the ad used a monochrome setting with old-fashioned items which included a monocular scope, binoculars and hardback books and characters wearing adult Victorian clothing. They believed the artistic style of the ad was something adults would relate to and understand, but was very different from the kind of animation used in children’s entertainment.
They said the representations of animals, being animal/human combinations, were surreal and not cute or cuddly; that the style of dancing shown in the ad was awkward and adult rather than youthful; that the music was adult in theme and did not have attention-grabbing lyrics.
Also, the voice-over used in the ad was mature, slow and low, all of which they believed were unlikely to have particular appeal for under 18s. They believed the ad was in line with CAP advice and with ASA rulings on other ads that had been found to comply with the Code.Clearcast made the same points.
Assessment
Not upheld
The CAP Code stated that alcohol ads must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture or showing adolescent or juvenile behaviour. Therefore, alcohol ads shown on VOD services must not have content that would be of particular appeal to children, regardless of the time at which they were shown or the programmes they appeared alongside.
The ASA considered some animated content might appeal to children and could be associated with youth culture. However, we considered the animated content used in the investigated ad, although colourful and surreal, was unlikely to have particular appeal to children. It featured a mature man, and other, mature human characters, in period clothing, and intricately drawn animals which were not child-friendly in appearance.
The human and animal characters were not seen behaving in a juvenile or adolescent manner, nor was the accompanying music likely to be of appeal to under 18s. There were no obvious references to youth culture. We therefore concluded that the ad was unlikely to have particular appeal for people aged under 18 and did not breach the Code.
We investigated the ad under CAP Code (Edition 12) rule 18.14 (Alcohol), but did not find it in breach.
Action
No further action necessary.
