A TVC for Captain Morgan Rum has been banned by the UK advertising watchdog for suggesting that alcohol can improve people’s confidence.
The ad – which hasn’t appeared in Australia but is easily viewed online – is set set on a pirate ship and features a man with the Captain Morgan face superimposed over his own.
The man is seen dancing, tipping someone off a sofa, and swinging on a rope, before posing at the bow of the ship. On-screen text reads: “CAPTAIN THE DANCEFLOOR,” “CAPTAIN THE NIGHT,” “PUT YOUR CAPTAIN FACE ON,” before the sign-off “LIVE LIKE THE CAPTAIN.”
Check out the offending spot here:
According to the UK’s Advertising Standards Authority (ASA) the TVC was irresponsible because it implied drinking alcohol could contribute to an individual’s popularity or confidence. Australian alcohol advertisers are also subject to the same criteria.
Other complaints about the ad centred around the notion that any social event requires the presence or consumption of alcohol.
In its defence, Diageo, the owner of the Captain Morgan brand, said no alcohol was shown throughout the advert until a product shot at the end, which also came with a safe drinking message.
However, the ASA deduced that manner in which the man – which viewers would equate with the rum itself – danced suggested it was the alcohol that gave him the confidence. It also added that the word “Captain” suggested enhanced confidence, dominance, and the ability to lead others.
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