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Carsales Staff1 Jul 2015
NEWS

Holden TV ad tops complaints list

ASB declares Holden's 'bloody caravaners' TVC appropriate despite attracting more complaints than any other

A Holden television commercial (TVC) has attracted more complaints to the Advertising Standards Board (ASB) than any other TV ad this year.

But the TVC for the Colorado 7, which involves the Holden SUV, two caravans, a father and son and the words 'bloody caravaners' was deemed appropriate by the ASB.

Australia's advertising watchdog dismissed all 161 criticisms of the ad, which make it the most complained about TVC in the first half of this year, when more than 2700 complaints were received in total.

The ad showed a caravan-toting Colorado7 indulging in a bit of light off-roading, as well as a highway sequence in which the combination passes a slower-moving car/caravan combination. The driver and his son express mock disdain by commenting “bloody caravaners” after passing.

Not atypically, the ad received complaints, not just about the swearing but also about what was described variously as “excessive speed through water”, “excessive speed at intersection and turning into a corner” and some discomfort about what was described as “berating drivers who are being cautious”.

But what attracted the most ire was the child’s swearing. Comments included “Why is it acceptable or humorous to hear kids swearing? It's not.” and “The term 'bloody' is offensive but even more offensive with a child saying that word in that context. This is swearing.”

One complainant also wrote: “I find it offensive to advertise using a young child in this way swearing just to sell a car and that the parent seems OK with his young son using poor/bad language. This sets a very poor standard."

Holden’s legal eagles appear to have had a field day, as the response was both lengthy and detailed.

Addressing FCAI motor vehicle codes such as “unsafe driving” and “driving practices that would breach the law”, as well as social values such as inappropriate language, and heath and safety factors related to motor vehicles and driver behaviour, the Holden response brought into the spotlight how carefully some advertisers approach not just the rules, but also social responsibility.

In defence, Holden’s team said the commercial depicted not just a child safely and properly secured in the back of the Colorado, but also the driving behaviour as being responsible, within the law and conducted without exceeding speed limits.

It also made the point that the swearing was not conducted in an aggressive manner but with humour.

The driver, “with a smile on his face says 'bloody caravaners' in a tongue-in-cheek manner as he is clearly aware that he too is a 'caravaner'.

“The son in the back seat imitates his father saying 'bloody caravaners' in a way that is known to most parents," said Holden.

Holden’s team also pointed out that the commercial was given a PG rating that meant it could not be shown at certain times – from 6:00am to 8:30am and from 4:00pm to 7:00pm on weekdays, and from 6:00am to 10:00am on weekends. An alternative version of the commercial, without the word “bloody” was given a G rating and shown at those times.

Holden then went into detail about the minutiae of the depicted driving, arguing that the overtaking was conducted on “a clearly open stretch of road, with good visibility and compliant with all applicable road rules,” and that driving through the "shallow river crossing was controlled and completed at a speed commensurate with a safe river crossing”.

Further, Holden pointed out that the crossing resulted in no terrain damage and “great care was taken to adopt a ‘tread lightly’ approach and ensure that there was no track degradation above and beyond the normal passage of 4WD vehicles”.

The response went on to discuss other safety factors around menacing, unsafe or reckless driving and concluded by saying “Based on the above restricted viewing, Holden considers that the advertisement is appropriate in the circumstances when considering the relevant audience and medium.

“Holden’s use of the word ‘bloody’ in the advertisement is consistent, in Holden’s view, with it being the great Australian adjective, which has formed a part of the Australian language for a significant part of our history. It may even be described as quintessentially Australian. This is also demonstrated by the previous use of the word ‘bloody’ in national television advertising campaigns.

“Holden do not consider that the use of the phrase ‘bloody caravaners’ can be described as strong or obscene in contravention of the ethics, particularly in light of the restricted viewing described above.

"Rather, Holden considers that the use of the word ‘bloody’ is a light-hearted, humorous play on the stereotypical characteristics of Australia such as ‘cheekiness’ or ‘informality’ and that most television audiences who view the advertisement will understand its humour and enjoy the advertisement.”

The ASB mulled over the complaints and the responses and found that “the advertisement did not breach the FCAI Code or the Code of Ethics on any other grounds” and the complaint was dismissed.

At no stage was the 'Bloody Volvo drivers' advertising campaign from the early 2000s mentioned.

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