A new SWITCH Energy Drink advert has landed the brand in trouble after regulators found that its attempt at humour was “socially irresponsible.”
The Advertising Regulatory Board (ARB) has ruled against the advertisement, concluding that the brand’s message creates a positive link between drinking and driving.
The decision, handed down on 4 November, orders ARB members not to broadcast or publish the advert in its current form, with concern around the line, “drinking and driving is awesome.”
Watch the video below while it is still in circulation:
Ad banned for ‘trivialising’ drinking-and-driving
The ruling came after a viewer complained that the phrase makes light of something that is not only illegal, but also one of the biggest causes of road deaths in South Africa.
Even though SWITCH is a non-alcoholic drink, the complainant said the wording still sounds like it refers to drunk driving and could make the behaviour seem acceptable.
“The explicit wording normalises and makes light of drinking and driving, which is universally understood as referring to alcohol consumption before driving,” the complainant said.
‘The public knows SWITCH is non-alcoholic’
In the advert, a news anchor interviews a competition winner who continuously blurts out that “drinking and driving is awesome” after drinking a Switch and winning a new car.
While the reporter immediately corrects him and warns viewers not to drink and drive, the ARB said the comedic tone and storyline still creates a positive association between drinking, driving, and reward.
SWITCH Energy Drink defended the commercial, telling the ARB it was clearly satirical and that viewers would understand the difference between drinking an energy drink and consuming alcohol.
The brand also pointed out that the news anchor repeatedly urges viewers not to drink and drive.
Ultimately, the regulator decided that the advert does not meet the required standards of “honesty and social responsibility,” and the complaint was upheld.
