ASA Adjudication on Adidas (UK) Ltd

Ad

A TV ad featured numerous celebrities and young people at a house party. The opening scene showed a hand picking up a spray can and a young man on a scooter in front of a large mural. Other young people riding scooters and a skateboard were featured. A light then fell to the ground and smashed near some spray cans and a firework went off in the background. The ad showed a party scene inside a house, with the crowd dancing and jumping, and with several shots of well-known musicians and athletes at the party, such as Estelle, Katy Perry, Missy Elliot and David Beckham. Katie White, singer with the Ting Tings, was shown painting on a wall with her hands. Other party scenes showed people DJing and singing, dancing and jumping on furniture, a poker game, a couple falling into a bath, a man whose mouth was being blown open with a leaf blower, girls gesturing and posing, and a man very close to a firework going off. The final scene showed a man jumping in a swimming pool fully-clothed and swimming underwater with several other clothed party goers. On-screen text stated "Celebrate originality" and showed the Adidas logo.

Issue

One viewer objected that the ad condoned and promoted antisocial activities such as spray painting graffiti and dangerous driving on scooters, particularly because it featured celebrities.

BCAP TV Code

Response

Adidas said the ad only briefly showed people in front of an artistic mural and did not show anyone in the act of spray painting.  They did not believe the ad promoted or encouraged dangerous driving on scooters; the scooter drivers were all wearing helmets and they were driving safely.  They felt the ad promoted social activities and inclusion and that celebrities and ordinary people were celebrating together throughout the ad, in a safe, respectful and inspirational way.  They said the ad was simply a portrayal of people having fun at a party and they had ensured that no one at the party appeared to be out of control.  They said that the ad had a broadcast restriction and was not shown during or immediately after children's programmes.

Clearcast said they wholly endorsed the advertisers opinion and that nobody was seen spraying graffiti.  They added that the mural was shown to be artwork commissioned to celebrate 60 years of Adidas rather than a random act of vandalism.  They said the scooter driving was safe, with all riders wearing helmets, adhering to the highway code, and with no other vehicles around.  They said no celebrities were depicted condoning or endorsing antisocial behaviour, nor behaving in an antisocial way.  They pointed out that there was one complaint and, as such, did not believe the ad would cause widespread offence.

Assessment

Not upheld

The ASA noted that the ad did not show people in the act of spray painting graffiti and that the hand painting on the wall at the party was not on a public building, but in a private residence.  We considered that, although the featured mural used graffiti-style art, it was not likely to be interpreted as being the result of an act of vandalism.  We noted that the scooter riders wore helmets and did not appear to break the Highway Code.  We considered that the party-goers, whether celebrities or not, were shown enjoying themselves at a party and did not consider they were behaving in a particularly irresponsible manner.  We considered that the general atmosphere was congenial and fun, without being excessive, and did not consider that the party activities depicted in the ad were likely to encourage dangerous or antisocial behaviour.  While we acknowledged that some activities might not be appropriate for younger children, we noted that the ad had been given an ex-kids scheduling restriction, which meant it could not be shown immediately before, during, or after children's programs, and considered that reduced the number of unaccompanied children who might see the ad.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 6.1 (Offence), 7.4.1 (Mental harm) and 11.9.1 (Driving standards), but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Broadcast)