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Car maker defends ad,[link widoczny dla zalogowanych]
Mitsubishi Motors Canada says it has no plans to show a high-profile car advertisement again,[link widoczny dla zalogowanych], but will still fight a regulator's decision concluding the ad depicted street racing and "a disregard for safety."
Mississauga-based Mitsubishi confirmed yesterday it will appeal a recent decision by Advertising Standards Canada,[link widoczny dla zalogowanych], a self-regulating industry body,[link widoczny dla zalogowanych], that sharply criticized a flashy spring television ad for the Lancer sports sedan and called on the company to cancel the commercial permanently.
Mitsubishi ran the ad for 13 weeks nationally and then removed it pending a normal "review" before further placement,[link widoczny dla zalogowanych], according to spokesperson Susan Elliott.
But the company "never had any plans to air this commercial again,[link widoczny dla zalogowanych]," she said yesterday.
"We have successfully completed our launch of the new Lancer and we have moved on and are now working on a new `full-line' campaign and media buy that does not include this commercial,[link widoczny dla zalogowanych]," said Elliott,[link widoczny dla zalogowanych], Mitsubishi Canada's manager of corporate and product communications.
The ad appeared at a time when local public attention focused on the dangers of street racing after several fatal accidents involving speeding cars and reckless driving.
Consumers and safety advocates said then that Mitsubishi should cancel the ad because it promoted street racing and dangerous driving.
"The commercial displayed a disregard for safety by depicting a situation that might reasonably be interpreted as encouraging unsafe practices or acts thereby violating clause 10 of the code,[link widoczny dla zalogowanych]," said the regulator's consumer response council. The council said the commercial's overall impression conveyed street racing,[link widoczny dla zalogowanych], an unsafe activity. The council said the ad did not look like a professional race because the commercial showed a woman dropping her hands to start things off and a driver wearing high-top sneakers.
Furthermore,[link widoczny dla zalogowanych], the ad ended with the statement "Street Legal. We think." That,[link widoczny dla zalogowanych], plus readily identifiable music,[link widoczny dla zalogowanych], contributed to the idea of street racing, the council said.
Mitsubishi maintained it doesn't encourage illegal street racing. Rather,[link widoczny dla zalogowanych], Mitsubishi said in its appeal,[link widoczny dla zalogowanych], the ad depicted the company's international rally and performance heritage, and the automaker avoided footage of "street racing or on-road racing of any sort."
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