31st March 2008

 

Ms Heather McKenzie
Advertising Standards Authority
PO BOX 10-675
Wellington

Dear Ms McKenzie
Re Ace Rental Cars Billboard Advertisement  - Complaint 08/157

Thank you for your letter regarding a complaint about our billboard and for giving us an opportunity to respond.

For future reference it may be helpful when sending this type of letter to explain the relevant sections rather than to just state that you may be in breach of Basic Principle 4 or Rule 5. But after looking at your website I understand that you are concerned that our billboard may have breached the following standards.

4.	All advertisements should be prepared with a due sense of social responsibility to consumers and to society.
5.	Offensiveness - Advertisements should not contain anything which in the light of generally prevailing community standards is likely to cause serious or widespread offence taking into account the context, medium, audience and product (including services).

I am unable to see how our billboard breached any of the above standards or rules. The billboard was created to give people a laugh and to raise the awareness of our company. In both instances it worked admirably well.  The pictures of street signs are just that. These place names are no longer just Maori language but part of New Zealanders everyday language and have been for some years.
“whaka” has no meaning in the Maori language it is simply a prefix and I am at a loss how this can be construed as offensive in any sense.

New Zealanders have always had the unique ability to laugh at ourselves, to “take the piss” out of each other. It is one of the things that makes us unique.  It would be a shame to allow a very small percentage of small minded people to change the culture of New Zealand.

The billboard is not offensive nor is it “likely to cause serious and widespread offense”.  Last Friday George FM ran a survey for its listeners. A. The billboard is brilliant and should be put back up or B the billboard is offensive and should stay down. By the close of play on Friday 95% of respondents had voted in favour .

This sentiment was mirrored by the overwhelming positive response on our website and on the Trademe community forum. Copies of these comments both positive and negative can be viewed on our website www.acerentalcars.co.nz

In closing we believe this billboard does not breach any of the ASA’s standards or rules. We reserve the right to continue to display this advertisement  whenever we wish and in whatever form we wish.  I think Mr Bill Hamilton the complainant has had a sense of humour crisis and frankly needs to get a life.

The advertising company concerned was Publicis Mojo , the contact is Roger Dore his email address is roger.dore@publicismojo.co.nz

I look forward to the outcome of your enquiries.

Kind Regards

Mike Chatterley
Managing Director