Ad Standards has found a Nu-Tank free-to-air television ad breached the AANA Code of Ethics after the spot showed two Landcruisers dragging water tanks while performing stunts.
The Community Panel ruled the ad breached section 2.6 of the Code, which covers health and safety. The ad has since been removed from broadcast.
What did the Nu-Tank ad show?
The ad featured two Landcruisers driving side by side on a dirt road with a tank tied by rope to the back of each vehicle. On-screen text read: “It’s tank against tank.”
The vehicles were shown pulling the tanks and performing stunts, including donuts in a paddock with the tanks attached.
A complaint argued the ad depicted dangerous activities. The complainant also claimed a company press release from the time of filming suggested the driving was not done by professional drivers, despite an on-screen disclaimer.
Why was the complaint upheld?
The Community Panel found the behaviour shown would likely be considered unsafe by community standards.
It noted some scenes appeared to include at least one spectator, which it said increased the safety risk if something went wrong.
The Panel said vehicles “carrying or dragging a load while racing, playing tug of war or driving in circles to smash two water tanks into each other” would be regarded as unsafe driving behaviour.
While the Panel accepted the ad may not have intended to encourage viewers to copy the behaviour, it found the spot presented the activity as fun, or at least did not condemn it.
How did Nu-Tank respond?
Nu-Tank rejected the suggestion that the ad promoted unsafe or reckless behaviour.
The advertiser told Ad Standards the commercial was filmed on private property in a controlled environment, with experienced participants and planning undertaken before filming.
“The advertisement was produced as entertainment and brand promotion and was not intended to encourage viewers to imitate the activities depicted,” Nu-Tank said.
The company also said a reasonable viewer would understand the ad as “an exaggerated promotional piece” rather than an instruction to engage in similar conduct.
Nu-Tank raised concerns about the source of the complaint, saying it appeared to reference details from an internal company newsletter. The Panel said it had to assess each complaint on its merits and that the Code did not prevent complaints from people with prior connections to an advertiser.
Ad removed from broadcast
After being notified of the breach, Nu-Tank said it contacted the only television channel airing the commercial and requested its immediate removal.
The advertiser said it was committed to ensuring its advertising complied with applicable standards and regulations.
Top image: Nu-Tank TV ad