Ad description
A TV ad for Alzheimer's Research UK, seen in September 2018, depicted a baby swimming in a black and white, abstract, underwater setting, with various floating objects and muted voices in the background. The baby was shown turning in the current with bubbles coming out of its mouth. It screwed up its face as if to cry and a tear was shown falling from its eye. A voice-over stated, "We come into this world with a single instinct: survive". A light shone on the baby, who looked at it curiously and then began to swim towards it through a tunnel that resembled the inside of the human brain. The voice-over stated, "And it never leaves us, whatever the challenge. No one has survived Alzheimer's, the leading cause of dementia, but it's a disease and that means it can be cured. We will find a way." The screen faded to white and a baby's cries were heard. On-screen text stated "Alzheimer's Research UK. Making breakthroughs possible".
Issue
Twenty-five complainants, who thought it looked as though the baby was drowning, objected that the ad was distressing.
Response
Alzheimer’s Research UK said that the ad was designed to present the issue of dementia in a unique light. Public understanding that the condition was caused by diseases of the brain was low, and there was a prevailing sense of fatalism that nothing could be done. The ad made the point that diseases can be overcome, and overall the tone of the ad was hopeful and positive. While there was momentary tension in the ad, it was swiftly resolved and the baby’s cry at the conclusion played a critical role in conveying the message of survival to the viewer. Alzheimer’s Research UK said that the babies featured in the film were all accompanied by their mothers, had been swimming before, and were overseen by child water safety professionals.
Clearcast said they had carefully considered at every stage of the ad’s approval process whether or not it could cause distress. Overall, they felt that the ad portrayed a hopeful and optimistic story about beating Alzheimer’s disease which would not cause undue distress.
Assessment
Not upheld
The ASA acknowledged that some viewers might find the image of a baby swimming underwater seemingly unaccompanied uncomfortable, particularly as the context was not immediately clear. However, we noted that the baby was presented in an abstract, stylised setting and considered that viewers were unlikely to understand that the ad was representative of a real-life situation. Furthermore, while there were some brief images of the baby crying, it did not appear to be in distress and overall we considered that the baby appeared comfortable and engaged with its surroundings. As the ad progressed, the voice-over and text conveyed a message about not losing hope in the face of challenges, and addressing a serious disease through research, making clear that the images were symbolic of that message.
While we acknowledged that some viewers might find the initial images disconcerting, we considered that the effect was proportionate given the serious nature of the issues covered by the ad. Furthermore, the baby did not appear distressed and the context of the images was made clear in the course of the ad. We did not consider that the ad was likely to cause unjustifiable distress to viewers.
The ad was investigated under BCAP Code rule 4.10 4.10 Advertisements must not distress the audience without justifiable reason. Advertisements must not exploit the audience's fears or superstitions (Harm and offence), but was not found in breach.
Action
No further action required.
