Volkswagen pulls FCB ad after a complaint to ASA

  • Advertising
  • March 11, 2016
Volkswagen pulls FCB ad after a complaint to ASA

It’s been a fortnight of ups and downs for Volkswagen as its advertising has faced criticisms and plaudits.

Following a complaint to the ASA, Volkswagen pulled a commercial by FCB which featured Kiwi sailors Peter Burling and Blair Tuke.

The ad was its first local campaign since the scandal broke last year and was also first piece of work FCB had done for the company.

In a statement Volkswagen said: “Volkswagen New Zealand never intended to offend viewers with our Passat Alltrack commercial, and if we have, we do apologise. While the campaign was nearing its scheduled completion, in light of the ASA complaint we did remove the commercial from broadcast on Monday 29 February.”

Due to the self-regulatory action, the ASA ruled the matter as settled.

According to the ASA G. Purches and D.M. Hughson-Smith were the complainants, with Purches saying: "The advertisement uses high profile sport people to promote bad and unsafe practices which could have led to serious injury or death, and treats those practices as a joke. Bad and unsafe practices and making light of accidents involving people should not be aired on prime time television, or for that matter on television at all at any time. I am astonished and deeply concerned about the message these advertisements convey to viewer, and to young people and boat users in particular."

​The decision lists Hughson-Smith's complaint as similar. Purches's full comment can be read below.

Volkswagen's pulled ad follows something of a recent trend, with Toyota and DB also removing ads from the air.  

The complaint must come as a blow to Volkswagen, after its New Zealand general manager Tom Ruddenklau told StopPress earlier this year that advertising would play a crucial role in winning back customers' trust.

“Brand communications are absolutely vital for re-instating what our brand stands for … In terms of the style and tone of our communications, it’s about keeping it simple and sticking to our DNA, because that’s what people know and love. And you’ve got to be careful you don’t try and reinvent yourself. You’ve got to be authentic.”

Meanwhile another of its ads has been praised at the Axis Awards, after former agency Colenso picked up a win for the VW Speed Dial ad.

The ad's long-form narrative is all about promoting safe practice through a change of driver behaviour.

An experiment between the agency and car company saw kids design speedometers which were then fitted into cars to remind parents what they had to live for when considering speed.

Full complaint by G. Purches:

“Volkswagen are running a TV advert to promote its 4-motion SUV vehicle. The advert features two high profile New Zealand (one surname is Burling) water-sport competitors in the driver and passenger seat with a third in the back, towing a vehicle up a slipway. The vehicle stops halfway up the slipway, the driver says to the rear passenger "bung", effectively ordering the the rear passenger to fit the bung in the back of the boat. The rear passenger climbs out, and slips and crashes on his back on the wet slipway on the way to the rear of the boat. The camera then pans to the driver and front seat passenger, with the latter laughing about what could have been a fatal accident as the victim was at risk of serious head injury as his head hit the slipway, and he could have also suffered spinal and other injuries. The advertisement uses high profile sport people to promote bad and unsafe practices which could have led to serious injury or death, and treats those practices as a joke. Bad and unsafe practices and making light of accidents involving people should not be aired on prime time television, or for that matter on television at all at any time. I am astonished and deeply concerned about the message these advertisements convey to viewer, and to young people and boat users in particular. The boat should have been towed further up the slipway before stopping to fit a bung to minimise risk to the person fitting the bung, and the advertisement should not promote the ridicule of people having an accident, or in any way suggest that potentially serious or even fatal accidents are in some way funny. Apart from being appalled that Volkswagen has undertaken to allow these advertisement to go to air, I am even more appalled at the the behaviour of the high profile sports people involved, in particular the front seat passenger, in that they find a situation they should have known was dangerous, as funny.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Radio Week: Why radio is the 'cockroach' of media scuttling on despite the odds

  • Radio Week brought to you by The Radio Bureau
  • May 2, 2018
  • Holly Bagge
Radio Week: Why radio is the 'cockroach' of media scuttling on despite the odds

The death of radio has long been predicted. Just think of that classic hit by The Buggles 'Video Killed the Radio Star'. Yet, somehow good old radio has managed to sidestep every media tsunami heading towards it, surviving television and now living through the age of music streaming. But, how? We chat to two people pulling strings in New Zealand radio, MediaWorks' Leon Wratt, and NZME's Mike McClung as well as AUT's Dr Matt Mollgaard to find out their take.

Read more
topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...

Beef + Lamb New Zealand brandishes big chop on wheels

  • Advertisement
  • May 1, 2018
  • StopPress Team
Beef + Lamb New Zealand brandishes big chop on wheels

A giant pear-shaped lamb cutlet butchered Auckland’s rush hour traffic this morning causing motorists to salivate at a dangerous rate. The chop was commissioned by Beef + Lamb New Zealand in honour of National Lamb Day, with the company taking it on a tiki tour of New Zealand.

Read more
voices
news

Feeling the rhythm: how Speight's has moved from blokey heroes to celebrate modern mateship

Speight’s and its tagline ‘Good on Ya Mate’ are back on screens like you’ve never seen before. It’s worked with DDB to create a contemporary take on its classic ads with dancing men front and centre.

Radio Week: GfK and TRB on the intricacies of radio audience measurement

  • Radio Week brought to you by The Radio Bureau
  • May 1, 2018
  • Holly Bagge
Radio Week: GfK and TRB on the intricacies of radio audience measurement

It's no walk in the park measuring an audience in today's ever-fragmenting media climate. While radio was once a stylish, yet clunky looking box taking up a decent portion of the living area, surrounded by mum, dad and their rosy-cheeked 2.5 children, now, we can access radio almost anywhere, anytime, through a range of devices. We tune in to GfK's Deb Hishon and TRB's Peter Richardson about how radio audience measurement works, how it stacks up to other media measurement systems, its challenges and what sort of insights GfK's survey results offer.

Read more

AIG Japan create rainbow jersey to defeats discrimination

  • Advertising
  • April 30, 2018
  • StopPress Team
AIG Japan create rainbow jersey to defeats discrimination

Diversity over discrimination is the message from Insurance company AIG's latest campaign starring members of the All Blacks and Black Ferns. We ask Matthew Walker, senior vice president and regional chief marketing officer at AIG Japan, some questions about the campaign.

Read more
news

The everything store: Augusto celebrates ten years of blurring lines and morphing media

Back in 2008 Leon Kirkbeck and Michelle Walshe decided to turn the back bedroom of their Te Atatu Peninsula home into Augusto. There, they plotted to bring together talent from TV production and ad agencies to make production more effective and establish a different, more multi-faceted, client-centric culture, and it's a move that's paying off. 10 years later Augusto has a 41-strong local team, a New York office and a desire to keep shaking things up. We check in with Kirkbeck and Walshe to hear how business is going, how new technology is extending its offer and what's in store overseas.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit