Jaguar F-Type

18th June 2014

The Clear View – Jaguar F-Type

 

This week’s ASA adjudications included the result of a fairly common investigation into whether the driving sequences of a sports car ad glorified speed or encouraged dangerous driving .

 

Ads for fast cars always have the problem of not being able to demonstrate the speed of the cars. The BCAP code does not allow ‘dangerous, competitive, inconsiderate or irresponsible driving’ and this is an obvious difficulty for advertisers whose product’s main feature is its ability to go really fast.

 

Clearcast spend a lot of time asking agencies to amend rough edits to slow cars down and to reduce the sounds of roaring engines and skidding tyres. The recent Jaguar F-Type ad made by Tag Worldwide was no exception to this, and our diligence during the clearance of the ad has resulted in the ad staying on the air because the ASA decided not to uphold the complaint.

 

Ads can use camera trickery and post-production effects to imply a certain amount of speed but when cars are shown driving without these effects they must be travelling within the speed limit. The fact that the F-Type was driven within the speed limit was a key part of the ASA’s decision to not uphold.

 

Another interesting aspect of the ASA’s assessment was that they considered the ad ‘represented a fantastical enough situation to give a clear impression to viewers that the ads did not depict a realistic diving scene’. This is something we consider when making our judgments on the qualities of driving sequences.

 

Car ads that are clearly fantastical have the freedom to present driving sequences that might not be acceptable in a totally realistic setting where the rules of the Highway Code must be followed. Where the line is drawn between reality and fantasy is a matter of interpretation, but we will continue to use our expertise to ensure we only approve car ads that we can defend with confidence in the event of an ASA investigation.

 

Seb Lynch, Copy Development Manager at Clearcast.

 
Read the full adjudication on the ASA’s website

Kronenbourg 1664

04th June 2014

The Clear View – Kronenbourg 1664

 

In the event that an ad is complained about and investigated by the ASA, Clearcast and the advertiser provide a defence to keep the ad on air. The ASA provide a draft recommendation which is then passed to the ASA Council who make the final decision. Normally the Council agree with the recommendation but not always.

 

Last year Ogilvy produced a very funny and effective ad Kronenbourg 1664 starring Eric Cantona. The ad presented the hops farmers of the French region of Alsace as local heroes who are idolised for their ability to create the hops that make Kronenbourg 1664 taste great.

 

The ad was investigated by the ASA on the basis of a complaint that the ad suggested that all of the hops used to make Kronenbourg 1664 were farmed in France when this was not the case. The draft decision was to not uphold the complaint but unusually, and to the advertiser’s disappointment, the ASA Council chose to uphold. As a result, the voice over was slightly amended and a qualifying super was added to the ad to make it explicitly clear that it was just the Strisselspalt hops that originated in France. The new version of the ad was quickly approved by Clearcast, and Kronenbourg was back on TV.

 

Now there has been a further twist. An independent review into the ASA’s decision to uphold the complaint was requested by Heineken (Kronenbourg’s parent company), and it found there had been a ‘substantial flaw’ in the Council’s decision and the original adjudication has now been reversed. The flaw being that the adjudication had not been allowed for the significance of the Strisselspalt hops in creating the overall taste of Kronenbourg 1664. The Council have now decided that the distinctive taste of the product was derived from hops grown in France and the ad did not imply that all the hops in the lager were from that country. Great news for Heineken, and for Clearcast, who are vindicated in their decision to approve the original ad.

 
Seb Lynch, Copy Development Manager at Clearcast.

 

Read the full Kronenbourg 1664 adjudication here on the ASA website.

ASA Annual report 2013

03rd June 2014

The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) have recently published their Annual Report 2013.

 

The report reveals how their work over the last year has achieved some significant changes in advertising practice for the benefit of consumers and business as well as outlining their ambition –  to make every UK ad a responsible ad.

 

Read the full report.