Suzuki Swift Sport Advertisement Too Hot For Aussie Televsion

Malcolm Flynn | Apr 19, 2012

Suzuki Australia has been forced to temporarily withdraw a television commercial for its new Swift Sport hatch, following viewer complaints upheld by the Advertising Standards Bureau.

The 30-second spot (see it below), which has aired since the model’s February launch, was deemed to be "promoting reckless or unsafe driving".

The ad features a young couple hurling the Sport around an empty carpark, its 'hot-hatch' status triggering the overhead fire sprinklers.

The ASB found the ad’s sped-up footage, along with scenes showing the accelerator and a rapid increase in revs on the tachometer, to promote unsafe driving. The car also skids to a halt in the end.

In making its ruling, the ASB cited complaints such as: "the ad conveys the wrong messages to young drivers deeming it responsible to drive at breakneck speed through a multi-storey car park".

Interestingly, the ad also features an obvious close-up of the female passenger's sweating cleavage - a point also raised as a concern in some complaints - but the ASB did not find the ad to be sexist or gratuitous.

“Whilst it is not necessary for the woman to be wearing a low-cut dress, the dress is not inappropriate attire for a woman,” the Bureau said.

A modified version of the commercial is expected to return to screens in the near future.

Nannies rejoice!

Filed under: Suzuki, swift, suzuki swift, News, advertising, television, suzuki swift sport, swift sport

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  • Bryant Morris says,
    2 years ago
    The nanny state inwhich we live
  • Dave says,
    2 years ago
    1 like
    Hard to blame them when the state is full of children who can't think for themselves.
  • scriv
    scriv says,
    2 years ago
    1 like
    When I saw this I did think the same thing, I'm afraid. This was Easter and the media were going on about the road toll... and then zomgsuperfastcargoingroundcarpark.

    Having said that, I wouldn't ever suggest we change it. People are entitled to their opinions but I don't see why action needs to be taken. Leave the ad and let natural selection take its course.
  • Paranoid Watchdog says,
    2 years ago
    4 likes
    If you truly believe that "zooming around" in an empty car park is in any way connected to a holiday traveller's road toll you are the kind of idiot that permits such ridiculously tight standards. There is nothing in that ad that could be deemed as "poor taste".

    I mean "a rapid increase in revs on the tachometer"? Seriously? That can happen at idle without endangering anyone - are these people high?
  • MattJelonek
    MattJ says,
    2 years ago
    1 like
    The first few times it seems she's not wearing a seatbelt! rolleyesrolleyesrolleyes
  • Ali Drifto says,
    1 year ago
    OMFG you have to be kidding, I bet it was from the mums who drive like morons in school zones everyday. I see more reckless driving from mothers with kids in the car than I do from the P Platers who actually drive these cars. I know it would be mums as I use to see threads started on parenting forums about banding together to bombard ads with complaints. I am really over this nanny state we live in rolleyes
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