Tesco’s Christmas TV advert featuring Father Christmas showing a Covid vaccine passport is cleared by regulator prompting 5,000 klagtes
The Advertising Standards Authority (ASA) said they had assessed the complaints but concluded it ‘doesn’t break our rules and there are no grounds for further action’.
The ad, titled This Christmas, Nothing’s Stopping Us, shows the supermarket’s customers determined to enjoy a proper Christmas with family and friends after last year’s Covid-related restrictions.
In een toneel, a reporter appears on TV with ‘deurbraak nuus‘ by telling viewers that ‘Santa could be quarantined’.
Father Christmas is then shown presenting his Covid pass at border control in the airport, proving he has been vaccinated to a customs officer.
The scene from the full 90-second advert, with Queen’s Don’t Stop Me Now as the soundtrack, sparked a fierce debate on social media after the launch last month.
The advert features a group of characters overcoming several disasters, such as blowing the lights and a car breaking down, to enjoy Christmas in all it’s glory
The advert ends with the woman arriving just in time for Christmas dinner with a jar of cranberry sauce
The ASA, clearing the advert, gesê: ‘Samevattend, we consider that the depiction of Santa displaying a proof of vaccine status in an airport is likely to be seen as a humorous reference to international travel rules people have experienced this year.
‘It is unlikely to be interpreted as a message about these rules or the Covid-19 vaccine more widely.
‘While we understand that some people disagree with the vaccine programme and may find the ad in poor taste, we have concluded that the ad is unlikely to be seen as irresponsible or cause serious or widespread offence on the basis suggested.’
The new Tesco campaign for 2021 celebrates Christmas officially being back after the disappointment of last year
Tesco’s Christmas ad featured a soundtrack of Queen’s Don’t Stop Me Now
In een toneel, a reporter appears on TV with ‘breaking news’ by telling viewers that ‘Santa could be quarantined’.
Een persoon het getwiet: ‘Did I really just see a Christmas TV ad on ITV for Tesco to Queen’s ‘Don’t Stop me Now’ hit with families having fun / flying abroad etc & then a guy smiling flashing up his smart phone with a COVID passport on it?? Omg I am NEVER shopping at Tesco again #boycottTesco not ok.’
Nog een het getwiet: ‘Unacceptable and despicable. HUGE mistake on your part.’
The ASA said the large majority of complaints claimed the ad was coercive and encouraged medical discrimination based on vaccine status.
According to the retailer’s research, 86 per cent of the nation has admitted that nothing will stop them from having a joyful Christmas this year, terwyl 42 per cent claim they’ll appreciate Christmas more than ever.
One person tweeted of the advert: ‘I am never shopping at Tesco again’ after seeing the advert from Tesco, which saw Father Christmas showing his vaccine passport to a customs officer in the airport
The ASA said the large majority of complaints claimed the ad from Tesco was coercive and encouraged medical discrimination based on vaccine status (lêerfoto)
Chief Customer Officer at Tesco, Alessandra Bellini, said when the advert was released last month: ‘We know that Christmas is a hugely important time for many of our customers and, after last year’s events, that is truer now than ever.
‘Whenever we set out to create our campaigns, we want to be sure that we capture how the nation really feel and reflect that.
‘Our research revealed that people are looking forward to meaningful get-togethers with their loved ones again and given the backdrop of cancelled plans of last year they won’t let anything stop them having a proper celebration this year.’