Mercedes-Benz discontinues Ad after safety concerns raised
By Felicia Nwosu
German luxury vehicle manufacturer Mercedes-Benz has discontinued a television advertisement after Australia’s Ad Standards panel ruled it promoted unsafe and illegal driving.
The commercial, featuring Formula One driver George Russell, showed the Mercedes-AMG vehicle speeding and drifting on a closed track. Despite bearing a disclaimer stating the scenes were filmed on a closed circuit with a professional driver, the panel deemed the ad breached the FCAI Motor Vehicle Advertising Code.
The complaint filed with Ad Standards alleged the advertisement showcased “dangerous driving” and “illegal” activities, encouraging viewers to engage in similar behavior.
Mercedes-Benz defended the ad, arguing it highlighted the vehicle’s capabilities in a controlled environment and featured clear disclaimers. However, the Ad Standards panel concluded the commercial’s elements, including Russell’s “shhh” gesture, suggested the vehicle was designed for reckless driving on public roads.
“The advertisement could lead viewers to believe this vehicle is designed to be driven at high speeds around corners, including on public roads. If a non-professional driver attempted to drive in the same manner, it could result in significant injury.”
As a result, Mercedes-Benz has pulled the advertisement to avoid promoting unsafe driving practices.
This decision emphasizes the importance of responsible advertising in the automotive industry, prioritizing road safety over promotional messaging.
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