Ad Standards has banned Toyota Australia’s latest ads for the new Yaris range because it displays dangerous driving.
The advertising watchdog found the ad, which centers on three siblings rushing to meet up for their parent’s anniversary, was in breach of the Federal Chamber of Automotive Industries (FCAI) Voluntary Code of Practice for Motor Vehicle Advertising.
Under the code, original equipment makers and their representatives must not show ads with unsafe driving, which would breach any commonwealth, state or territory law where the ad is shown.
Watch the banned ad below.
https://www.youtube.com/watch?v=ic94cRTbK48&feature=emb_title
Ad Standard’s panel ruled the latest Toyota TVC featured dangerous driving in a scene where the Yaris GR is driven out of a farm shed and appears to lose traction as it speeds away.
Road rules state “a driver must not drive a vehicle unless the driver has proper control of the vehicle”, which means Toyota’s ad breached the FCAI code.
Ad Standards received complaints that the advertisement promoted speeding as the siblings rushed to reach their parent’s house on time.
The panel ruled the drivers in the ad “did not appear to drive in a manner in excess of speed limits, despite the impression of speed given by the dust stirred up by the man’s vehicle.”
“And despite the theme of being late to an event giving a sense of speed, there was no indication that any vehicle was exceeding the speed limit, including a lack of clear indication of what the speed limits on the roads depicted were,” the panel said.
“Therefore, the panel dismissed concerns of the speed, but upheld the complaint due to the depiction of dangerous driving.”
A Toyota spokesperson said it accepted the Ad Standard’s ruling and has removed the ad from air.
