Friday, February 23, 2007


The Advertising Standards Bureau pulled the Hyundai 'Toddler' spot off air this week, claiming it sent the wrong message to pre-schoolers about driving cars.
The spot was created by Kim Thorp and Howard Greive from Assignment Group NZ and directed by Tony Williams from Sydney Film Company, with post via Frame Set + Match, Sydney.
What do bloggers think of this decision?


Anonymous Anonymous said...

Sent via email...

What a ridiculous decision to pull the very cute Hyundai Santa Fe spot off air for "safety reasons".
It's nice and funny and my wife loves it! Have we lost touch with reality for christ sake. Hey people at the Advertising Standards Council, it is fantasy. Get it !!
Gotta sign off now my 5yr neice is about pick me up for a spin on her new Harley.
John Rogers
Curious Films

11:04 AM  
Anonymous Anonymous said...

We really need to be careful we don't end up in the same predicament as our US colleagues. Over there it seems that every ad is offensive to someone. Either it denigrates a minority or it denigrates the majority. It would be great, though, if every now and then a client actually defended their work rather than just pulling it.

11:45 AM  
Anonymous Anonymous said...

It was such a cute ad, enjoyable to watch, a conversation starter and one ad that's worth watching for entertainment value alone.

2:37 PM  
Anonymous Anonymous said...

YAY it was a terrible ad anyway. not only was it so middle class it was so boring. cute does not equal good.

5:27 PM  
Anonymous Anonymous said...

I personally think that the bit where the kid stands up on his surfboard is fucking hilarious.

Well, that's what happens when old ladies with far too much time on their hands and itchy trigger fingers start dictating the moral values of Australia.

5:32 PM  
Anonymous Anonymous said...

....and i showed a house full of adults and kids from all walks of life. everyone enjoyed it, and thought the kid was cute. Funny thing though, not one of the kids grabbed their parents' keys and made off with the family car.

6:47 PM  
Anonymous Anonymous said...

they did basically the same spot in the usa a couple years ago (minus the surfing) for the corvette. may have run in the superbowl but not 100% sure. i think that spot was pulled too.

in regards to car ads the usa is far, far more relaxed than australia. you can show speed, cars doing burnouts etc.

8:53 PM  
Anonymous Anonymous said...

ASB get a life. You are making TV land a very boring place.

8:22 AM  
Anonymous Anonymous said...

I really wish, some day, the powers that be will recognise that we aren't all robots and just because we see something in an ad or on telly doesn't mean we're going to do it.

Should we have banned the Tooheys commercial because drunk teenagers might start catapulting their girlfriends after a few beers?

Should we ban the tongue ad because tongues everywhere might jump out of peoples mouths and end up in some crappy share terrace house?

Or should we boycott the advertising standards bureau for being a bunch of self serving fun police??

I think we should all vote the neo-cons out at the next election and maybe people will relax a bit more in general.

9:56 AM  
Blogger Dave said...

The child was hitch-hiking without spare diapers - that concerned me. Still, my sons first words were "Can I have the car keys please?" after which he called the kid in the ad a kook for not throwing a 360° floater on that end section.

So although slightly un-prepared he is extremely well adjusted, knows what he wants in life and is polite.

What's the problem?

9:58 AM  
Anonymous Anonymous said...

Hey, anon 5.27, So what is wrong with being middle class?

2:35 PM  
Anonymous Anonymous said...

I'll answer on behalf of 5:27.

The problem with being middle class is, whether you like it or not, that's where the market is. The mass market. Sure, they're a bunch of squares, but they've got the buying power for the products and services we advertise. Though I rather fancy 5:27 does not create his masterpieces for the great unwashed, but rather for his fellow art directors on the increasingly ubiquitous (and irrelevant) award juries.

4:03 PM  
Anonymous Anonymous said...

You wackers. You're ALL middle class. The only people in advertising who aren't are people who own the agencies we work in, and they pretend to be middle class or (like Singo) working class.

As for the ad being pulled, I thought it was dumb and an example of our society becoming so complainer-friendly that anyone with a gripe gets an instant reaction. On the other hand, the moment she saw the ad, my wife said "That shouldn't be allowed on TV."

6:56 PM  
Blogger David J Smith said...

how terribly dull.

and to think it has got all this extra publicity because it was banned.

The Australian Standards Council is not the enemy, it's people who think a baby driving a car is funny. And the people who get worked up trying to protect this sort of mediocrity.

8:46 PM  
Anonymous Anonymous said...


Care to share any of your work?

This ad won best ad at the peoples choice Fairgo ad awards in NZ.

8:56 PM  
Anonymous Anonymous said...

The most powerful influence on children is not television advertising. It's parental behaviour. Children watch their parents drive every day and learn to imitate them in safe ways using play. Yes - occasionally a child will get in a car and have a go, sometimes with tragic results. But generally little children, and adults, can appreciate fantasy for what it is.

6:49 PM  
Anonymous Anonymous said...

Glad its pulled, made me angry everytime i saw it. irresponsible considering recent kids playing in cars deaths this and last month. Nce excecution of an ok idea but glad its gone.

5:33 PM  
Anonymous Anonymous said...


11:21 PM  

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