HONDA Australia has withdrawn a TV commercial it launched last weekend as part of a $3m national ad campaign after criticism it was insensitive and traded on the image of suicide.
The ad for the new Honda Accord created by FCB Melbourne shows the owner of an old model admiring a new version.
In response the old model locks the doors, revs the engine and speeds off the end of a cliff.
The national depression initiative, beyondblue said the company had demonstrated gross insensitivity to the major Australian health issue of suicide.
Beyondblue clinical adviser Professor Ian Hickie said one in five people experienced depression in their life and that depression was a major risk factor for suicide."
"Depression and suicide are major health issues for all Australians and it is not unreasonable to expect large companies that operate in this country to respect our attempts to reduce their impact here," Hickie said.
Honda Australia director Lindsay Smalley said the ad was not intended to offend.
"While we were satisfied the ad would create a great deal of interest and desire for the Accord, at no time was there any intention to cause anyone in the community distress," Smalley said in a statement.
"If the advertisement has caused this we apologise. We have withdrawn the Accord advertisement from broadcast and will work with our advertising agency to create a revised television commercial."
