Hooch lands in hot water over Facebook ad

Alcopop brand Hooch has been rapped by the Advertising Standards Authority over a video appearing on the Facebook page of Vine star Joe Charman.

The 15-second video depicts Charman, holding three bottles of Hooch, walking alongside a hotel swimming pool. When he spots his friends on the other side of the pool, he jumps onto an inflatable in the pool, propelling himself across the water at rapid speed, coming to a step next to the group.

One person complained that the ad showed Charman behaving in a juvenile manner, and that since they believed he was a Vine star popular with young people, they suggested the ad breached the CAP Code.

Global Brands said that Charman was known for videos that showed him performing impressive feats of skill that most people would find very difficult, but that these did not constitute juvenile or reckless behaviour.

In reality, said Charman and Global, it was obvious to his fan base that the skills on display were faked using special effects. Charman said his audience understood that the videos were intended to entertain, not to promote juvenile behaviour.

But the ASA said that carrying out a stunt using a swimming pool inflatable was behaviour likely to be regarded as juvenile, and therefore likely to appeal to under-18s. It ruled that the ad breached the Code and ordered that it not appear again in its current form.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.

Just published

More