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Ads watchdog savages car dealership’s on-air jest
Radio jingle ruled inappropriate after disabled drummer joke falls flat
1 Jul 2014
By BARRY PARK
A QUEENSLAND car dealership has received a slap over the wrist from the advertising watchdog after airing a radio ad that discriminated against disabled people.
Llewellyn Motors told the Advertising Standards Board it has since withdrawn the ad, which the board said did “have the potential to make people think less of a person with a disability”.
According to complaints filed with the ASB, the Llewellyn Motors ad claimed that the car dealership’s prices “could not be beaten, just like a drum ...
that’s next to a guy with no arms.”“I referred this to the radio company and they believe that this is comedy? As such they do not feel it breaches the code of conduct,” one complaint submitted to the ASB said.
“It is offensive, extremely poor comedy if that and totally unnecessary to the ad's intended audience and message.”“Following considerable discussion in the current matter, the majority of the board considered that the advertisement is presenting the loss of limbs in a negative way and is suggesting that losing a limb would prevent you from doing certain things,’ the ASB’s ruling said.
“The board noted that the reference is not a true depiction of the capacity of a person with a disability and is not relevant to the product.”
Llewellyn Motors apologised for running the ad.
“We have reviewed the case report and shared with our outsourced creative agency,” it said in a statement to the ASB. “Both of us did not intend for anyone to be offended, no malice was intended.”
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