‘Aggressive’ Captain Morgan ad banned

Diageo has been banned from broadcasting an advert for its Captain Morgan brand after it was deemed to inappropriately link alcohol to “daring, tough and aggressive” behaviour.

Captainlogo_2005Based on the real-life of notorious 17th century buccaneer Sir Henry Morgan, after which the brand is named, the TV advert shows Morgan in a series of shots riding a horse, discovering treasure in a dark cave before stripping off his shirt and being admired by women – all while being cheered on by crowds and his  crew.

It ends with a voice-over stating “Make no mistake about that man on the bottle of Captain Morgan. That man was a legend. A hero, history remembers. A liver of life. A man who led with his heart and showed his crew a life more legendary. Captain Morgan. Live like the captain,” ending with the on-screen text “Captain Morgan … LIVE LIKE THE CAPTAIN… DRINK RESPONSIBLY CAPTAIN’S ORDERS! … for the facts drinkaware.co.uk”.

The Advertising Standards Authority (ASA) received two complaints against the advert; one claiming the ad implied that “drinking alcohol was a key component of social success”, and the other that it “linked alcohol with daring, toughness and aggressive behaviour.”

The first was dismissed however the second complaint was upheld leading to the advert being banned in the UK.

Sir Henry Morgan

Sir Henry Morgan

Diageo said it did not believe the montages contained or suggested any such behaviour but instead “demonstrated the Captain’s skills as a buccaneer which were “intentionally chosen to avoid any suggestion of daring or aggressive conduct.”

Outside of the celebratory scenes, Diageo said the Captain was only seen holding a glass on one occasion involving a single scene with an older woman, and at another point “gently tipped an empty glass off the table in a playful gesture with the only witness being a dog.”

However the ASA upheld the second complaint stating: “We noted that some shots in the ad highlighted the buccaneer’s playful and on occasion provocative personality, but also noted that he was shown driving a carriage at speed, searching a cave for treasure and emerging from the sea having apparently dived from his ship.

“We considered that those actions and the settings shown in the ad would be associated with buccaneers and seafarers renowned for drinking rum, and for their disregard for authority and the well-being of themselves and others. Therefore, we concluded that, the depiction of the character and his actions, especially when placed alongside the slogan “LIVE LIKE THE CAPTAIN”, in an ad for rum, linked alcohol with daringness and toughness.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Enotria&Coe
Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Customer Service Assistant

The Champagne Company
Birmingham, UK

Key Account Manager - Distilling Sector - Scotland

Boortmalt
Scotland - call for exact details, UK

UK Brand Ambassador - Ableforth’s

ATOM Brands
Field-based, UK

Wine Sales Consultant

VSF GROUP
Valbonne, South of France, FR

UK Brand Ambassador

Mirabeau en Provence
London, UK

Sales Ambassador – London

Identity Drinks Brands
London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 26th January 2018

Cabernet Sauvignon Masters 2018

Deadline : 23rd February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more