ASA Adjudication on Diageo Great Britain Ltd

Ad

A TV ad for Baileys showed close-up images of drops of liquid being splashed on several pairs of disembodied female lips. More lips appeared on-screen, lit by a beam of light, and drops of liquid were shown splashing on them. A glass of Baileys was highlighted against a dark background and a drop fell into the glass. The image changed to lips being licked. The voice-over whispered "Listen to your lips" and text onscreen repeated the phrase.

Issue

Two viewers, who considered the images of lips being splashed with liquid were seductive and sexual, complained that the ad:

1. was offensive, and

2. linked alcohol to sex.  One of the viewers felt that the image was similar to those shown in some pornographic films.

BCAP TV Code

Response

1. Diageo Great Britain Ltd (Diageo) said the ad merely communicated a message about the distinctive taste, texture and appeal of Baileys.  They said the intention was to leave viewers with the impression that Baileys was highly appealing to the senses.  Diageo pointed out that the portrayal of Baileys in the form of droplets had been the hallmark of Baileys advertising for many years. They maintained that the use of such droplets had never been considered offensive in previous campaigns.  Diageo therefore found it difficult to see how the ad might be considered offensive. They added that, because their target audience was women aged 25 to 55, they would not want to alienate them by using a potentially offensive marketing campaign.   

Clearcast said the ad merely focused on the creamy, smooth texture of the product on the lips.  They considered that the average viewer would not see a connection with sex.  They believed that, with only two complaints, the ad had not caused widespread offence and was unlikely to have caused serious offence.  Clearcast pointed out that, as an alcohol ad, it was scheduled to be kept away from programming likely to appeal to children and young people.

2. Diageo stressed that they did not agree with the viewers that the ad was suggestive of sex or pornography.  They said the ad concept was based entirely upon the beautiful appearance, texture and taste of the Baileys liquid.  They maintained that the sensuousness of Baileys has been a key part of the brand's communication for many years.  They maintained that sensory perception was the focus of the TV ad and the use of lips, symbolising the taste and texture of Baileys, accompanied by the phrase "Listen to your lips", was highly relevant in that context. Furthermore, they pointed out that, given their target audience of women aged 25 to 55, the ad was designed to be female-friendly and was in no way attempting to be risqu.  

Diageo said there was no male oriented imagery or vocals and no interactions between men and women, either explicit or implied.  They believed the music was upbeat and thoughtful and therefore not suggestive of sex or seduction.  Diageo strongly refuted the assertion that the liquid splashing on pairs of lips was in any way pornographic.

Clearcast said they did not agree with the viewers assertion that the ad linked alcohol to sex and were surprised at one of the viewers view that the ad was an allusion to pornography.

Assessment

1. & 2. Not upheld

The ASA considered that although some viewers might regard the sequences to be sensual and stylized, they were likely to understand that the ad was intended to highlight the texture and flavour of Baileys.  We considered that viewers were unlikely to see a link with sexual activity or pornography.  We concluded that the ad did not link alcohol to sexual activity and was unlikely to cause serious or widespread offence.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 6.1 (Harm and offence) and 11.8.1(c) (Alcoholic drinks) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)