Portage Cars, a well-known New Zealand car yard with a reputation for humorous advertising, faced backlash when a formal complaint was filed against an online video for its use of “sexual innuendo”. Surprisingly, it wasn’t the sexual references that concerned the nation’s advertising authority. The video featured social media star Kiedis Haze acting as a car salesman, who boldly claimed that driving their plug-in hybrid Mitsubishi Outlander would make you “look like a MILF”. Other suggestive comments were made, such as engaging in intimate activities under New Year’s fireworks or a plug that compliments one’s actions. A disgruntled individual lodged a complaint with the Advertising Standards Authority, stating that Portage Cars’ videos were both insulting and highly sexualized, making them inappropriate for a general audience.
However, it was a different aspect of the complaint that ultimately led to the removal of the video. The complainant also took issue with the claim that Portage Cars had the “easiest finance in the world,” arguing that there was no evidence to support this statement. In response to the complaint, Portage Cars defended the video, stating that it was not an advertisement but rather a humorous car review aimed at generating social media and brand awareness. The company highlighted that the humor was well-received in New Zealand and even gained support from viewers in Australia and the US when their videos went viral.
Portage Cars explained that the phrase “easiest finance in the world” was used in a joking manner, as it is a common expression in New Zealand. The company argued that the complainant had taken a light-hearted, satirical car review too seriously, disregarding the New Zealand sense of humor.
After reviewing the situation, the Advertising Standards Authority found that the video did not cause significant or widespread offense, despite its risqué nature and ruled that it was unlikely to seriously offend the intended audience. However, the authority did conclude that the advertisement was misleading due to the claim of having the “easiest finance in the world.” Consequently, they ordered the removal of the video and prohibited its further use in its current form.
In response, Portage Cars’ general manager, Craig Rutherford, stated that while they now avoid advertising finance due to strict regulations, they have not been deterred from using sexual innuendo to sell cars. Rutherford claimed that these tactics have proven effective, as vehicles reviewed in their videos tend to sell quickly if they have been in stock for a while.
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