After receiving 5,000 complaints, the regulator has approved Tesco’s Christmas TV commercial featuring Father Christmas wearing a Covid vaccination passport.
Advertising Standards Authority (ASA), stated that they have reviewed the complaint and concluded that it ‘doesn’t violate our rules and there is no basis for us to take 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.
A reporter arrives on television with “breaking news” and tells viewers Santa may be quarantined.
The father of Christmas presents his Covid card at the border check in the airport. This proves that he was vaccinated.
After the advert’s launch, the scene with Queen’s “Don’t Stop Me Now” as the background sparked fierce social media debate.
In the advert, a number of characters overcome several difficulties, including a broken car and blowing up lights.
End of the advert: The woman arrives just in time to have Christmas dinner, bringing a jar full of Cranberry Sauce.
The ASA said that it had removed the advertisement.
“It’s unlikely that this message will be understood as a message concerning these rules or Covid-19 vaccines more widely.
“While we are aware that not everyone agrees with the vaccination program and might find the advertisement offensive, we believe that it is unlikely that people will view the ad as irresponsible. We also think that it won’t cause widespread or serious offence on any of the suggested bases.
After last year’s disappointment, the new Tesco Christmas campaign 2021 commemorates Christmas.
Tesco’s Christmas advert featured Queen’s music to the background.
A reporter arrives on television with “breaking news” and tells viewers Santa may be quarantined.
One person tweeted: ‘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?? Oh my God, I won’t shop again at Tesco.
Another person tweeted, “Unacceptable and disgraceful.” Your mistake was huge.
According to the ASA, the majority of complaints claim that the ad is coercive. It encourages medical discrimination based upon vaccine status.
The retailer found that 86% of respondents admitted they will have a happy Christmas and 42% said they would be more thankful for Christmas than in the past.
Tweeted one person about the Tesco advertisement: “I’m never shopping at Tesco anymore” After seeing Tesco’s advert, Father Christmas showed his vaccine passport to the customs officer.
The ASA claimed that the vast majority of complaints claimed Tesco’s ad encouraged discrimination based in part on vaccination status. File photo
Alessandra Belllini, Chief Customer Officer of Tesco stated when the advertisement was published last month that: “We know Christmas is an extremely important time for many customers. And, after last years events, we believe that this is even more true now.”
“When creating our campaigns, it is important that we reflect the true feelings and emotions of the people we are trying to reach.
“Our research showed that people want to have meaningful celebrations again with loved ones, despite the fact that last year’s plans were cancelled.