Playing on the worldwide popularity of the movie Pitch Perfect, Heinz thought up their own creative take on ‘the cup song’ with a new trend for people to get perfecting – ‘the #CanSong’ – complete with a YouTube tutorial to refer to.
However, the advert, which featured ordinary folk in their homes, fishermen on their boats and friends round a campfire all happily drumming away on Heinz’ infamous turquoise baked bean tins has today been branded unsafe by the Advertising Standards Authority.
Heinz have included a graphic at the beginning of the advert, warning that it may be wise to cover the ends of a tin can with tape before attempting the #CanSong. Granted, the cup song may have been slightly less of a hazard, but nevertheless Heinz have made the audience aware of the adequate safety precautions to take.
The advert caught my eye solely because of its sentiment which mimics that of a Christmas advert, compelling your heart to be warmed by the power of clever advertising. If an advert can make you feel joy, it’s an advert done well in my opinion.
I can understand the necessity of a safety warning, especially for a younger audience, but I do feel that discontinuing a frankly quite lovely advert for the sake of nine health and safety complaints is maybe a little far-fetched, not to mention the costs and efforts that have gone into producing the advert in the first place that have seemingly been disregarded.
I, myself, am a victim of a tin can opening-related incident (olives – not sure on the brand), and although 10-year old me was a little upset at the time, a plaster and a ‘get on with it’ from my mum was enough to shake it off.
Is this a health and safety measure taken a little too far for the sake of a well thought-up, fun and generally brilliant idea which trumps the monotony of the majority of television adverts we see today?