Suzuki Vitara TVC deemed not 'For Fun's Sake'

Suzuki Australia has come under fire from Ad Standards following complaints that a recent TV commercial for its Vitara contained unsafe driving and possible environmental damage.

The advertisement features a new Suzuki Vitara in various on-road and off-road activities including scenes where the SUV travels through muddy terrain, water and over multiple bumps, which were found to have breached the FCAI advertising code.

Taglined ‘For Fun Sake’, the TVC opens by saying “It is predicted that by 2035 all cars will be driverless, but until then….", before the voice-over state “party time”, the scenery transforms from futuristic to the present day and various drivers are shown enjoying the off-road capabilities of the Suzuki Vitara.

Among the complaints were depiction of dangerous/unsafe driving and the implied suggestion that driving responsibly is not fun, with the complainant stating: “Finally, the voice over in the commercial obviously suggests that in some obscure way responsible driving is not ‘fun’.”

The Japanese car-maker fired back saying “there is nothing in the advertisement to suggest that any of the vehicles should be used in an unsafe, reckless or menacing manner, or that responsible driving is not ‘fun’ as alleged by the complainant”.

Suzuki defended the two Vitara TVCs (15- and 30-second) by stating all vehicles were driven within the legal speed limit while safely demonstrating the vehicle’s off road capabilities.

“Suzuki submits that the Advertisement does not portray unsafe, reckless or menacing driving that would breach any applicable laws or regulations dealing with road safety or traffic regulation,” it sid.

Another point reviewed by the ASB panel was a part of the ad in which the vehicle’s front wheels “leave the road surface” as it drives over a large bump at speed. It concluded the scene would constitute unsafe driving if it were to take place on a road or road related area, therefore breaching Clause 2(a) of the FCAI Code.

Not only were driving standards scrutinised, but the suggestion of environmental damage caused by driving the vehicles off-road was also raised.

However, it was determined by the panel that the advertisement “did not depict the vehicle driving in a manner which could be seen to cause deliberate or significant damage to the environment” and the complaint was dismissed.

Suzuki Australia acknowledged the Ad Standards findings, agreeing to edit both versions of the ad to remove scenes found to depict unsafe driving.

It’s not the first time Suzuki has come under fire from Ad Standards. In 2012, Suzuki Australia was forced to alter TVCs for the new Swift Sport after they were deemed to promote reckless driving.

Suzuki defended the commercially but eventually agreed to edit out the footage deemed dangerous by Ad Standards.

More recently, Suzuki presented a less controversial TVC for the new Jimny under the same ‘For Fun’s Sake’ slogan, in which a roller skater tackles a downhill off-road section on a pair of toy Jimnys – see below.