Telstra removes network security ads for depicting “unjustifiable violence”

Telstra has had to take down its recent network security brand campaign after being found by Ad Standards of depicting “unjustifiable violence”.

As a result, the ads have been pulled from YouTube, free-to-air TV and TV on demand.

The campaign had two ads; a 15-second ad and a 30-second ad.

They were reported to Ad Standards via a complaint that ads depict characters slapping each other, and creates the sense that this is acceptable behaviour.

In the 30-second ad, the alien leader with four arms arrives at a work-station where two other alien subordinates are working. As he arrives, the leader says “Brian, a quick word”. 

While Brian acknowledges his arrival and turns to face him, the leader slaps Brian against the head, and says, “That’s for when you tell me the evil we’re about to release doesn’t work.”

As Brian pushes the ‘EVIL’ button, the word ‘EVILNESS’ starts loading on the screen, but is stopped with a notice saying, ‘BLOCKED TELSTRA NETWORK ENHANCED’. 

Brian reports, “Sir, Telstra do blockie-blockie”, at which point Brian’s colleague slaps Brian against the back of his head. The leader notes, “Failing is learning”, and walks away, while Brian turns around and retaliates by slapping his colleague in the face.

The 15 second version also depicts the aliens slapping one another.

Ad Standards finding about Telstra ads

The Panel found that the ad was in breach of Section 2.3 of the AANA Code of Ethics, as the ad showed unjustifiable violence and therefore would be removed from YouTube, free-to-air TV and TV on demand.

The ad also was found to breach of Section 2.6 of the AANA Code of Ethics, as it was contrary to community standards on health and safety.

The Panel discussed that the ads are clearly set in a fictional environment where aliens are attempting to scam people on earth, and that the violence shown was relevant to the story being told. 

However, the violence portrayed, even if considered to be humorous, was not relevant in the context of the product being advertised.

Telstra's response to Ad Standards finding

Telstra responded by stating:

“Telstra is a voluntary member of the Advertising Standards Board and we take community standards very seriously. We take a lot of care to ensure that the preparation and publishing of our advertising material is not only compliant with the AANA Advertiser Code of Ethics (‘Code’) but that we set an industry standard.

“The concept for this advertisement is a humorous demonstration of how Telstra’s network security works to block nefarious cyber threats.”

Steve Buscemi Telstra ad

Two other ads of the ‘Network Security Brand’ campaign have also had to be pulled.

Rather than for violence, but for use of the term ‘moron.’

In the 60-90 second spots, complaints were received by Ad Standards on the grounds that the ad depicts a person being killed, and that the word ‘morons’ was used in an unacceptable manner. 

The Panel  found that the ads did not breach Section 2.3 of the AANA Code of Ethics, as the ad did not depict violence in a way that the Code seeks to prevent. But, it did find that the 90 second ad (which featured the word ‘morons’) breached Section 2.5 of the AANA Code of Ethics. 

Telstra said of the ads, one which features Hollywood actor Steve Buscemi:

“The term ‘moron’ is used once as an expression of frustration between fictional villain characters. Telstra acknowledges that some views may regard the term as impolite or insulting. 

“However, it is not directed towards the audience or an identifiable individual or group and occurs within the exaggerated interactions between the fictional character.”