Christmas ad accessibility: Tesco

I cannot believe it’s already the 18th December already. Today we’re looking at Tescos advert ‘Turkey, every which way’ this is an advert that has faced a lot of criticism in the press, like our previous reviews our focus is on how inclusive the advert is and what improvements could be made.

Captions

Despite lots of speech within this advert the YouTube version has no captions, not even auto captions stopping deaf users from knowing what is being said throughout the advert.

Audio description

There is no audio description for this advert. With lots of mini clips of different family’s getting their turkey ready this is a confusing advert if you cant see it. You’ll also miss the important announcements in small print regarding dates when turkeys will be available in stores “Turkeys in selected superstores and extras from 19/12, pre-order online from 26/11. Subject to availability.”

Screenshot Tesco advert small text "Turkeys in selected superstores and extras from 19/12, pre-order online from 26/11. Subject to availability."

Screenshot Tesco advert small text “Turkeys in selected superstores and extras from 19/12, pre-order online from 26/11. Subject to availability.”

Transcript

The YouTube description hasn’t been used by Tesco for a transcript, or to detail the information displayed on screen regarding turkey availability. With no captions comes no auto transcript and we can’t see a transcript of the video on the Tesco website either leaving those who can’t see the video having very little idea what the advert is about.

Accessible video player

We can’t find the video on Tescos website to see if the video player used is accessible as part of our review.

The verdict

When we talk about captions, audio description and transcripts so much focus is on those who are deaf or blind – but missing accessibility features for these disability groups doesn’t just exclude them. This advert shows no thought or consideration to any customer who cannot see and hear which is disappointing. #EveryonesWelcome?