Chrysler reprimanded for showing people in canoe without life jacket in TV campaign

Chrysler has had one of its television ads banned for showing people kayaking without a life jacket.

A complaint to Ad Standard referenced the recent incident in which Prime Minister Malcom Turnbull was fined $250 for not wearing a life jacket on a boat and argued the ad sends the wrong message”.

The full complaint said: “The people in the canoeing shots are not wearing life vests. With our PM recently being fined for not wearing a life vest and a public awareness campaign to wear life vests, it sends the wrong message to have people in a heavy weighted advertising campaign not wearing life vests.

“Surely this breaks one of your codes or guidelines.”

Chrysler said the ad was shot in a closed body of water and adheres to the local life jacket laws in Queensland.

“The action of the talent in the TVC is not showing threatening or dangerous behaviour – this is representing a group of young adults enjoying summer and behaving in a respectful way,” Chrysler added.

The car manufacturer also noted the ad was shot three years ago and if it was produced now it would have been “mindful of current social climate and any topics that may seen to be more sensitive than others”.

Ad Standards said although the ad was filmed in Queensland and adheres to the state’s laws, the ad needs to comply with the laws where the ad is shown.

“The depiction is a depiction of behaviour that would breach the law in some jurisdictions and is also a depiction that would be considered against best safety practice by many people,” Ad Standards said upholding the complaint.

Chrysler said the campaign is no longer running and more different footage will be used in the future.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.