Ad description
Two ads seen on 12 August: a poster in the Underground and another on the side of buses, for a cinema film release. Both ads showed a skull being shattered by steel rods being driven through its mouth and eye sockets. Text stated "IT'S NOT IF, IT'S WHEN FINAL DESTINATION 5".
Issue
Thirteen complainants objected that the ads, particularly the depiction of violence, were distressing and unsuitable to be seen by children. Three complainants pointed out that the bus ad had upset their children (aged between 1 and 3 years).
Response
Warner Bros Entertainment UK Ltd (Warner Bros) stated that they believed the poster accurately reflected the content of the film in an appropriate manner without causing excessive fear or distress. They stated the poster contained an animated image which made it clear that the ad was for a fictional movie and, importantly gave the public an idea of what to expect from the movie, thus allowing them to make an informed choice whether or not to see the filmt.
They said the image of a shattered skull and steel bars was a fantasy image and would be recognised as such by those who saw it. They said the ad was surreal and did not feature people, blood or display any real life or interpersonal violence. It was designed to appeal to the typical audience for supernatural horror movies rather than merely attract attention.
They stated that the dark grey and black colours of the advert were unlikely to engage the attention of young children and they believed young children would not recognise the image to be that of a skull and, consequently, the ad would not unduly distress such children. They worked closely with their agents and media owners to determine suitable artwork for the poster campaign considering the issues addressed in the CAP Code, but no conerns had been voiced about the image in question.
Assessment
Upheld
The ASA noted that the image on the poster reflected the content of the film and that the image was animated and for a fictional movie. We acknowledged that the image was intended to give the public an idea of what to expect from the movie, and that the image was surreal and did not feature people, blood or display any real life interpersonal violence. We considered the image of the skull being shattered by steel rods being driven through its mouth and eye sockets was likely to catch the attention of children, especially because it was shown on a poster on the underground, where it was an untargeted medium.
Nevertheless, because very young children might view this ad depicting violence, it was likely to cause fear and undue distress to children.
The ad breached CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Social responsibility) and 4.2 4.2 Marketing communications must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive. Marketers must not use a shocking claim or image merely to attract attention. (Harm and offence).
Action
The ad must not appear again in its current form.
