Macallan Pulls 'Base Jumping' Advert After Complaints Called It "Irresponsible"
13:22 GMT 10.04.2019 (Updated: 13:06 GMT 03.11.2022)
A screen grab of The Macallan's advert featured on the company's website.
© Photo : The Macallan/screenshot
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Whilst the advert appears to invoke images from the Greek myth of Icarus, the ASA said that the opening scene may be seen as "reminiscent of the extreme sport of base jumping."
Scottish whisky-maker The Macallan came under fire on Wednesday after it ran an advert featuring a man leaping off a cliff before sprouting wings and flying away to safety.
The Advertising Standards Authority (ASA) slammed the advert for promoting "risky behaviour" and called it "irresponsible", the government body's ruling on Wednesday said.
Citing six complainants, the ASA said that the ads were "irresponsible and linked alcohol with daring, toughness or irresponsible behaviour".
10 April 2019, 11:16 GMT
Edrington, who owns the Macallan franchise, argued that the advert was a "fantastical story" and did not link drinking alcohol with "bravery, daring or toughness".
It noted that the opening scene in all versions of the ad featured a man running and jumping off a cliff.
The ASA stated: "We noted that at that point in the ads, there was no suggestion that the male character had any super-human attributes or powers, or that he was part of a mythical world".
The ASA ruling also said that the character had been clenching his fists which gave the impression that "he was nervous about jumping and was building up the courage to do so".
"In that context, we considered that the act of jumping off the cliff was very dangerous, potentially fatal, and consisted of extreme risk-taking behaviour," the statement said.
Edrington, who owns the Macallan franchise, argued that the advert was a "fantastical story" and did not link drinking alcohol with "bravery, daring or toughness".
It noted that the opening scene in all versions of the ad featured a man running and jumping off a cliff.
The ASA stated: "We noted that at that point in the ads, there was no suggestion that the male character had any super-human attributes or powers, or that he was part of a mythical world".
The ASA ruling also said that the character had been clenching his fists which gave the impression that "he was nervous about jumping and was building up the courage to do so".
"In that context, we considered that the act of jumping off the cliff was very dangerous, potentially fatal, and consisted of extreme risk-taking behaviour," the statement said.
This is such a great example of 'there is no such thing as bad publicity'. By taking a risk, Macallan may have to revisit their marketing campaign but I'd say the risk definitely paid off - the national coverage they secured as a result is a huge win: https://t.co/u8vOjLwiha
— Carissa Tucker (@Car_is_sa) April 10, 2019
It's not something likely to encourage us to follow suit because:
— Pic PR (@picpr) April 10, 2019
1) If we climbed a cliff with that kind of free fall distance (with no shirt on, as in the ad), we'd die of exposure/oxygen deprivation long before jumping.
2) We can't grow wings.
3) It's fantasy. pic.twitter.com/flpzc4JyEk
The spokesman said: "In light of the ASA ruling, we have acted to address their concerns and removed the campaign film from relevant channels accessible by the UK audience.
The spokesman added that it would continue to focus its global campaign on "a new generation of luxury consumers," adding that "we will of course take on board the ASA's comments in relation to the film elements in the UK market as we develop the campaign in the future."
