Controversial Ad 1

NRMA Insurance - Mumbrella.

Created by:

Human ad agency

Time of launch:

Beginning of May, 2010

Objectives:

The message intended to be communicated to viewers in this advertisement is the insurance company's (NRMA Insurance) promise to beat their competitors' price by 10%. According to NRMA Insurance, the commercial intended to use humour to promote their lowest price car insurance/beat it by 10% campaign.

Nature of controversy:

However, this ad received complaints from several viewers who pointed out that star player, Sam Thaiday, was stealing chocolate bars from a vending machine found in the office.

"Why would they show stealing using so called children’ role models such a Thiaday,” said one vending machine owner who complained to the Advertising Standards Board. - The Daily Telegraph (2010)

Personal opinion:

In my opinion, this specific advertisement did not cross the boundaries of advertising and should not be banned. In fact, the ad was a brilliant one, portraying humour while at the same time, communicated a clear message from the insurance company.

The ad being withdrawn from television screens came as a shock, as the act of "stealing" went unnoticed, even to many of my friends. With that, it can be concluded that the "stealing of chocolates from the vending machine" would have probably gone unnoticed by children instead of producing a negative influence on their behaviour/actions.

References:

1. mUmbrella (2010). Brisbane Broncos front up for latest NRMA ad. Retrieved 17 April, 2011, from http://mumbrella.com.au/brisbane-broncos-star-in-latest-nrma-tv-ad-24014
2. mUmbrella (2010). Brisbane Broncos ad banned for showing Sam Thaiday stealing chocolate. Retrieved 17 April, 2011, from http://mumbrella.com.au/brisbane-broncos-ad-banned-for-showing-sam-thaiday-stealing-chocolate-29589
3. The Daily Telegraph (2010). NRMA television advertisement banned after showing star player Sam Thaiday stealing chocolate. Retrieved 17 April, 2011, from http://www.couriermail.com.au/sport/nrl/nrma-television-advertisement-banned-after-showing-star-player-sam-thaiday-stealing-chocolate/story-e6frep5x-1225890759163