In October, DDB Sydney created a searingly clever ad that played on the inability to show a number of driving stunts in car ads on TV.
Too Powerful for TV told the story of the most epic ute ad never quite made. It’s a behind the scenes view of the ad being conceived – using model cars for the stunts that can’t be shown on TV. The film comes complete with a British prima donna director, austere safety officer, and a raft of clever ways to show what Aussie car manufacturers have struggled to demonstrate for years.
Irony, in this case, is a hilarious thing. The ad, which launched in the first week of October, was banned by the end of the month after several complaints were launched with Ad Standards. One complaint suggested the ad “could encourage dangerous overtaking actions”. Another suggested that it was “irresponsible advertising taken by Volkswagen”. The most contentious scene, Ad Standards stated, was one in which a model Amarok passes a pair of model road trains. That, Ad Standards contended, depicts “driving which is reckless and would breach road rules”.
Undaunted, DDB Sydney amended its ad. The new ad, which references the ban with elegant economy, is even more brilliant.
Here is the new version: