And the full 90-second, standalone advertisement on YouTube is also a hit \u2013 it\u2019s been viewed almost three million times in just four months.<\/p>\n
WATCH THE FULL 90-SECOND AD HERE:<\/p>\n
The ASA has previously thrown out two complaints that the advertisement was fat-shaming, saying the issue raised \u201cdoes not reach the threshold to breach the relevant Advertising Standards Authority codes and therefore we will not take any further action\u201d.<\/p>\n
It said the same to another complainant concerned about the ad \u201cshowing three naked men, albeit with guitars strategically placed, in primetime viewing\u201d.<\/p>\n
A scene from the latest Tina from Turners ad.<\/p>\n
However, in a new ASA decision, the complaint about the car performing a burnout has been upheld.<\/p>\n
\u201cA majority of the complaints board said the advertisement encouraged or condoned a dangerous, illegal or unsafe practice,\u201d said the ASA decision.<\/p>\n
\u201cIt also said it showed antisocial behaviour. The majority said this is due to the image of a car doing a burnout on what appeared to be a road (spinning a car\u2019s tyres, while the car is stationary, causing a lot of smoke and noise), which is an illegal and anti-social activity. <\/p>\n
\u201cThe majority said burnouts are dangerous and members of the public can be harmed and showing them in this advertisement could encourage this behaviour.\u201d<\/p>\n
The decision noted that a minority of the complaints board disagreed. <\/p>\n
\u201cThe minority said the advertisement did not reach the threshold to encourage or condone a dangerous, illegal or unsafe practice or show anti-social behaviour. <\/p>\n
\u201cThe minority said the image of the car doing a burnout was only shown briefly, was incidental to the main message in the advertisement and was part of the light-hearted and quirky song and images that made up the ad.\u201d<\/p>\n
The complaints board did not agree with the other aspects of the complainant\u2019s concerns, including the use of the word \u201cs***\u201d. Nor did it agree that the ad targeted M\u0101ori.<\/p>\n
\u201cThe Complaints Board said the song lyric \u2018You got so fat, the seats don\u2019t fit!\u2019 is a humorous reference to the tendency for some New Zealanders to put on weight as they get older. The board said this comment was not likely to cause serious or widespread offence.\u201d<\/p>\n
Turners\u2019 reponse <\/p>\n
Tina from Turners has quickly emerged as one of New Zealand’s favourite advertisements and advertising characters.<\/p>\n
In response to the complaint, a representative for Turner\u2019s Cars told the ASA: \u201cI have not attempted to defend the race-based concerns in this complaint as I do not believe there are any grounds for these and on a personal note, I find them offensive.\u201d<\/p>\n
They said the burnout scene was on screen for one second at the most.<\/p>\n
\u201cIt is a commentary on a part of New Zealand culture, not a call to action for people to do burnouts, or encouraging unsafe behaviour,\u201d they said.<\/p>\n
They also revealed that the burnout was not filmed on a road.<\/p>\n
\u201cIt is on private property (actually, it\u2019s AI-generated, but the location used as the background is on private property),\u201d they wrote.<\/p>\n
\u201cI also see burnouts of much longer duration regularly on 1 News with race car drivers celebrating wins. I\u2019d argue that seeing the heroes\/role models of motorsport doing a burnout on the national news would have a much greater effect than one second of a Tina from Turners ad.”<\/p>\n
Nevertheless, because of the burnout scene, the majority of the ASA\u2019s complaints board found the ad was in breach of the social responsibility principle and two rules under the Advertising Standards Code \u2013 the rule covering safety and another covering violence and antisocial behaviour.<\/p>\n
The board said the YouTube advertisement was \u201cnot to be used again in its current form\u201d.<\/p>\n
Editor-at-Large Shayne Currie is one of New Zealand\u2019s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including Managing Editor, NZ Herald Editor and Herald on Sunday Editor and has a small shareholding in NZME.<\/p>\n","protected":false},"excerpt":{"rendered":"It showed an illegal activity \u2013 a car performing a burnout;It referred to \u201ccops\u201d looking out for a…\n","protected":false},"author":2,"featured_media":129941,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[1466,90370,9713,1694,64,63,19437,22806,5677,5865,447,27949,90376,134,5587,1899,90375,1686,90378,10320,1685,90373,112,17165,90377,90371,90368,90369,90372,90374,39834,5391,3973],"class_list":["post-129940","post","type-post","status-publish","format-standard","has-post-thumbnail","category-celebrities","tag-about","tag-ad","tag-advertisement","tag-advertising","tag-au","tag-australia","tag-authority","tag-been","tag-burnout","tag-car","tag-celebrities","tag-complaint","tag-deemed","tag-entertainment","tag-from","tag-have","tag-hugely","tag-insider","tag-irresponsible","tag-latest","tag-media","tag-performing","tag-poll","tag-popular","tag-socially","tag-standards","tag-tina","tag-turners","tag-upholds","tag-version","tag-watchdog","tag-your","tag-youtube"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/129940","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=129940"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/129940\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/129941"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=129940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=129940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=129940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}