Mercedes-Benz, a German luxury car manufacturer, has pulled a television commercial after an Ad Standards tribunal in Australia determined it encouraged reckless and unlawful driving.
The Mercedes-AMG car was seen speeding and drifting on a confined track in the commercial, which starred George Russell, a driver in the Formula One championship. The tribunal decided that the advertisement violated the FCAI Motor Vehicle Advertising Code even though it included a disclaimer indicating that the sequences were recorded with a professional driver on a closed circuit, BrandSpur news brand reports.
According to the complaint submitted to Ad Standards, the advertisement encouraged viewers to partake in similar behaviour by showcasing “illegal” and “dangerous driving” actions. Mercedes-Benz defended the advertisement, saying it had explicit disclaimers and demonstrated the car’s capabilities in a controlled setting.
Nonetheless, the Ad Standards tribunal determined that certain aspects of the advertisement, such as Russell’s “shhh” gesture, implied the car was intended for reckless driving on public roads.
The complaint stated: “The advertisement could lead viewers to believe this vehicle is designed to be driven at high speeds around corners, including on public roads. If a non-professional driver attempted to drive in the same manner, it could result in significant injury.”
Mercedes-Benz decided to remove the commercial rather than encourage risky driving techniques as a result. This judgement, which puts road safety above promotional messaging, highlights the significance of ethical advertising in the automotive sector.
