1
NEWS
Nissan back in the advertising wars
X-TRAIL TV commercial placed under the microscope by advertising watchdogA TV viewer has expressed dissatisfaction with a commercial for the Nissan X-TRAIL, apparently finding fault with the ad for its disservice to arable crops.
The complaint, which the Advertising Standards Board (ASB) summarised in one line: '[SUV] driving in crop and breaking it down', was vague in its allegation that the commercial had breached the applicable FCAI code. With little detail to go on the ASB interpreted the complaint to be focused on environmental damage (to a non-native crop), rather than a broader case of criminal damage.
For those unfamiliar with the commercial, a family in an X-TRAIL takes a detour around a herd of cows through the corn field and a chemical plant to get back on track. Nissan defended the commercial by stating in its response that "the aim is to emphasise the vehicle's family focus, showing that despite what's thrown at them, the family will remain safe and comfortable. In one of these hypothetical scenarios, the driving along a path through a corn field in order to bypass a 'cow road block' highlights in a light-hearted manner the vehicle's off-road capabilities. Portraying the vehicle driving in a mild off-road environment serves to highlight its four wheel drive function whilst remaining focused on its role as a family friendly SUV."
In addressing the complaint, Nissan cited the appropriate section of the FCAI Code, s.2(e), which states that 'Advertisers should ensure that advertisements for motor vehicles do not portray any of the following: 2(e) Deliberate and significant environmental damage, particularly in advertising for off-road vehicles.'
Nissan has previously fallen foul of the FCAI Code in its advertising. In this instance, Nissan counter-claimed that the X-TRAIL commercial did not condone or encourage deliberate environmental damage. The context of the commercial highlights the driver's decision was not based on any intent to damage the environment. Any damage sustained was "incidental to and necessary for [the driver] to gain access to the existing path," the company asserts.
Nor was significant damage done, Nissan argues. For the purpose of the commercial, the film crew transplanted "a small number of corn stalks" specifically to be mown down by the X-TRAIL during filming, which took place on private property.
Nissan was also asked to respond to the complaint with specific reference to the AANA (Australian Association of National Advertisers) Code of Ethics, which insists at section 2.6 that "Advertising or Marketing Communications shall not depict material contrary to Prevailing Community Standards on health and safety."
The company's response to that was as follows: "The only point at which the vehicle "causes damage" (when it knocks down a couple of stalks of corn) is of a minor nature, incidental, contextually justified, and occurs in an appropriate and controlled manner."
After due consideration, the ASB dismissed the complaint, observing that clause 4 of the FCAI Code allowed advertisements to "legitimately depict the capabilities and performance of an off-road vehicle travelling over loose or unsealed surfaces, or uneven terrain, not forming part of a road or road related area. Such advertisements should not portray unsafe driving and vehicles must not travel at a speed which would contravene the laws of the State or Territory in which the advertisement is published or broadcast, were such driving to occur on a road or road related area."
Share this article
Written byCarsales Staff
See all articlesOur team of independent expert car reviewers and journalistsMeet the team
Stay up to dateBecome a carsales member and get the latest news, reviews and advice straight to your inbox.
Subscribe todayRelated articles
Disclaimer
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
Contact
Advertise with us
Local marketplaces
International marketplaces
Scan to download the carsales app
Want more info? Here’s our app landing page
App Store and the Apple logo are trademarks of Apple Inc. Google Play and the Google Play logo
are trademarks of Google LLC.