ASA Adjudication on Bacardi-Martini Ltd

Ad

A TV ad for Bacardi rum opened with the image of a bottle labelled Bacardi Superior. Droplets of liquid splashed against it as it vibrated to the bass beat of a club track before disintegrating into the liquid, which then transformed into the shape of a man. The beat developed into a full-blown dance track; the virtual figure began to move and was joined by another; a deep red coloured liquid figure in the shape of a woman. They danced energetically opposite each other as liquid splashed between and around them before fusing together and reforming into a glass of Bacardi and cranberry. The ad closed with the image of a bottle of Bacardi Superior accompanied by the text "made to mix” in white lettering to which further text, “with cranberry", in the deep red colouring of the female dancer, was added after a short pause. On-screen text at the foot of the ad stated “Enjoy Bacardi Superior Rum responsibly …”.

Issue

One viewer who believed the ad's imagery of the dancing couple was provocative, challenged whether:

1. it linked alcohol with sexual activity or success; and

2. the imagery, together with the text "made to mix", suggested alcohol could increase popularity and confidence.

3.  The ASA challenged whether the ad was likely to appeal strongly to people under the age of 18.

BCAP TV Code

Response

Bacardi U.K. (Bacardi) did not respond to each point specifically, but said they had incorporated their own compliance checks and worked closely with Clearcast throughout the development of the ad.  They said they had taken great care to select appropriate music and undertaken consumer research to determine the likely response to it.

1.  Clearcast explained that the ad used computer generated images to show liquids combining.  They said, although the ad used anthropomorphic imagery, in their view, it was surreal and did not go far enough to suggest real, identifiable people.  Because it was surreal, it was unlikely to be seen as a portrayal of sexual activity or success.

2.  Clearcast explained that the imagery and text, "made to mix", referred to the mixture of liquids and specifically to Bacardi used as a mixer.  They pointed out that no people were used in the ad and the image merely represented two liquids, which were present throughout the ad, combining to form a new drink.  They, therefore, felt that it would not be interpreted as a message of increased popularity and confidence.

3.  Clearcast explained that it was clear from research undertaken on the artist who provided the music that the target audience for that genre was aged over 25 years of age.  They said, in their view, there were no elements of youth culture in any aspect of the ad and so believed it would be of interest to an adult only audience.  Clearcast submitted an assurance provided by the artist's record label, which stated that his work had been shown through consumer research to appeal mainly to those over 30 years of age.

Assessment

1.  Not upheld

The ASA understood that the complainant was concerned that the imagery used in the ad was provocative and suggested sexual behaviour.

We considered, however, that, although the dancing figures featured adopted human form, they were surreal and ambiguous and there was nothing in their movement or interaction to suggest sexual activity.  In addition, we considered that the liquid surroundings were likely to be interpreted by viewers as being representative of the product, Bacardi as a mixer.  We concluded that the ad was unlikely to be interpreted in the way the complainant suggested.

On this point, we investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 11.8.1 (c) and 11.8.2 (e) (Alcoholic drinks) but did not find it in breach.

2.  Not upheld

Although it featured interaction between a virtual couple, we considered that viewers would interpret the ads imagery as fantastical and representative of the fusion of liquid rather than as an indication that confidence or popularity could be enhanced by alcohol.  We also noted the complainants concern about the text "made to mix".  We considered, however, that in the context of the ad, which represented the mixing of Bacardi with cranberry juice, the phrase was likely to be interpreted by viewers as indicative of the fusion of the liquids.

We concluded that the ad did not imply drinking alcohol could contribute to popularity or confidence.

On this point, we investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 11.8.1 (a) (Alcoholic drinks) but did not find it in breach.

3.  Not upheld

We noted the comments of Clearcast and understood that research undertaken had indicated that the fanbase of the artist who provided the music mainly comprised over 30s clientele.

We understood that the genre of music represented in the ad was strongly linked to club culture.  Although it was high-energy music, which could attract the attention of young people, we considered that it was unlikely to hold strong appeal for an audience under 18 years of age.

We also considered that, although the ad was based around a 'clubbing' theme, the particular techniques used in this ad, which involved computer generated liquid figures, suggested a surreal environment; other than their gender, which was indicated through their general shape, the figures were unidentifiable and were not likely to be seen as aspirational characters for viewers under 18 years of age.

We concluded that, on balance, the ad was unlikely to hold strong appeal to people under 18 years of age.

On this point, we investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 11.8.2 (a) (Additional rules for alcohol advertisements) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)