An ALDI commercial featuring a woman doing stunts on a shopping trolley in a car park has been cleared by Advertising Standards Board (ASB) despite numerous complaints that it promoted dangerous behaviour, particularly to children.
The ad, by Sydney agency BMF, first appeared in March and sees a woman dancing around and mounting the trolley in a series of stunts before retrieving her $2 coin while a voiceover says: “Australia’s most satisfied customers three years in a row, even though you need a coin for your trolley”.
The ASB reportedly received “a significant number of complaints” about the ad, primarily from mothers who believed the ad promoted dangerous behaviour and thus contravened section 2.6 of the advertising industry code of ethics which relates to showing unsafe behaviours in TVCs.
One complainant wrote: “This is an extremely dangerous practise and therefore should be discouraged in every way. Customers are warned not to put young children in shopping trolleys and this advertisement only makes a mockery of this request.”
While another said: “I find the ad has a woman doing dangerous stunts on a trolley. As a mother of an 11 year old son I find this incredibly irresponsible. I have sat with my son and explained the very dangerous content in this ad. My concern is for the safety of young people attempting these stunts.”
However, ALDI dismissed claims the ad could entice copycat behaviour and said the ad was clearly satire and fantasy.
In its defence, the grocer said: “The woman is seen gliding through the carpark while lying across the handle of the trolley. She is also seen gliding while crouched on the back of the trolley with one arm outstretched.
“The fact that the stunts could not physically be performed by a child (or any other person) in an everyday situation emphasises that there is no real prospect of viewers of the advertisement being encouraged to copy the stunts.”
The ad also includes a disclaimer that states the ad was filmed in a “safe and controlled” environment.
Dismissing the complaints, the ASB said the advertisement “did depict behaviour that may be copied by young children and is unsafe.
“The exaggerated nature of the advertisement and the overall look and tone was clearly one of fantasy and was not considered to be realistic in any way.
“The Board noted that the woman was not shown to be thrilled or excited by her own actions but rather in a trance-like state which lessened the impact of the stunts she was performing.
“The Board acknowledged the safety concerns about riding on trolleys but considered in this instance, the advertisement was highly stylised and was not encouraging or condoning this behaviour and did not depict material contrary to Prevailing Community Standards on health and safety and did not breach Section 2.6 of the Code.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]