Christmas ad accessibility: Argos

It is the 16th December and today’s advert is Argos, “Ready for take off”. So, we may as well launch straight into it…

Captions

Like many of the adverts we have reviewed so far there are no spoken words. Captions however are not just for the spoken word and also useful to convey noises but also ‘Christmas, ready for take off. Presents delivered from as little as 4 hours’ The second sentence is displayed on the screen, but the Christmas ready for take off is not.

Audio Description

There is no audio described version of the advert that we can find, with the advert relying heavily on the visual elements of the elf finding a toy, identifying where it needs to be to chasing the delivery sleigh to get the toy. All of which could have been described to make create another dimension to open up this visual advert to a new audience of people, with sight loss who could enjoy it.

There is important information displayed on screen “Toy prices £16.99 – £149.99” and the “Same day delivery. Order by 6pm. After 6pm, delivered tomorrow. £3.95. Store stocked items only. 90% UK Coverage. Heavy and Bulky items excluded” is not announced verbally on the advert so would be missed by blind or low vision customers who can hear that presents are delivered in as little as 4 hours, but not the associated costs or order by times.

Screenshot Argos ready for take off advert displaying terms and conditions which are not verbally announced

Screenshot Argos ready for take off advert displaying terms and conditions which are not verbally announced

Transcript

There are multiple places a transcript can be created, the auto version in YouTube doesn’t apply due to the lack of captions. The video description doesn’t fully do the story of the advert justice. The video on the website is confusingly accompanied by some text around the right time to put up your Christmas decorations, which has no correlation to the advert itself.

Accessible video player

Argos have included the Ready for take off Christmas advert on their website and the player is fully keyboard accessible. The video plays in the same window without any redirection and can be paused and restarted using just a keyboard. As mentioned under the transcript the text with the video discussing the date for Christmas decorations does confuse the message slightly.

Screenshot Argos website with confusing text to the video

Screenshot Argos website with confusing text to the video

The verdict

This video really needs as a minimum a transcript and ideally audio description to ensure blind viewers not only know what the advert is about but important details around delivery and price ranges for toys.

It is great to see an accessible video player on the website but the text supporting the video should be about the video itself.

To see how other retailers compare check out the full count down on our Christmas Advert Advent countdown