SUZUKI is the latest car-maker to be rapped over the knuckles over allegations its latest advertisement promotes dangerous driving.

The television commercial, now banned by the Ad Standards Community Panel, states that people should have fun in their cars before the introduction of autonomous cars.

The ad looks at people out enjoying themselves – too enthusiastically, as it turns out – while in control of a car and then compares that to a bland and controlled environment facing motorists in the driverless year of 2035.

Complaints were received about the TVC showing the pre-autonomous era car with its wheels off the ground which then comes to a halt before a cliff.

In an article on the case by online media site Mumbrella, the regulator stated that the complaints said the ad promoted dangerous driving and implied that responsible driving was not fun.

“The panel had to consider whether the ad was in breach of the Federal Chamber of Automotive Industries’ Voluntary Code of Practice for Motor Vehicle Advertising,” Mumbrella said.

“That code requires auto advertisers not to promote unsafe driving, including reckless or menacing driving that would breach any Commonwealth law or the law of any state or territory in which it is broadcast.

“In the event the ad shows off-road driving, the driving depicted must still be appropriate for on-road conditions.”

Suzuki Australia argued that the advertisement was filmed under controlled, closed-road conditions.

But Ad Standards said that the vehicle going over a large bump at a speed which caused its wheels to leave the road “was a depiction which would constitute unsafe driving if it were to take place on a road or road-related area”.

“The panel considered that the vehicle appears to be driving at speed, and noted that although it may be driving within applicable speed limits, it still appears to be driving faster than appropriate given the conditions,” Ad Standards reported.

“The panel considered that the scene appears to show the vehicle turning near the edge of a cliff or large drop-off. It considered that this scene was fleeting and that it was not possible to tell how controlled the turn was.

“The panel considered that the depiction of the turn performed towards the edge of a large drop-off was one that most members of the community would consider to be reckless driving.”

The ad went to air on free-to-air television across all metropolitan markets excluding Brisbane, and all regional markets except those in Queensland. Suzuki is represented by a different distributor in Queensland.

In response, Suzuki has said it will modify the ad.

The TVC was created by Deloitte Digital and is a new brand positioning campaign designed for print, online, outdoor, social and TV.

Earlier this year, Suzuki Australia’s national marketing manager (automotive) Daniel Mercuri said the brand needed to portray an idea that was bold and meaningful.

“Through a pitch process it became clear that Deloitte were best placed to produce work to raise brand awareness and ultimately drive enquiry into the business,” he said.

“This is a very exciting period for the Suzuki brand in Australia, and we are looking forward to working in collaboration with Deloitte Digital and our media agency Noisy Beast to drive strong business results across all marketing communications.”

It is not the first time Suzuki has been nabbed for a TVC showing reckless driving.

In April 2012 it caught the eye of Ad Standards with a TVC titled “Hot hatch” for the Suzuki Swift that showed a young couple driving through a carpark with sprinklers going off behind them.

Ad Standards said at the time that it promoted speeding by using footage which has been sped up in some scenes, and with images of the driver pressing his foot on the accelerator and a rapidly increasing speedometer.

One complaint read: “The ad conveys the wrong messages to young drivers, deeming it responsible to drive at breakneck speed through a multi-storey carpark. Further, the need to have a scantily clad lady does nothing to enhance the image of the car.”

However, the ASB dismissed claims that the ad was sexist and discriminated against women. It ruled: “While it is not necessary for the woman to be wearing a low-cut dress, the dress is not inappropriate attire for a woman and … her breasts are adequately covered.”

Suzuki Australia put the ad back on air after deleting the scenes of the accelerator pedal and tachometer.

By Neil Dowling