Ad watchdog says ‘tool’ and ‘loser’ were inappropriate in radio ad for raceway

An ad for Kingston Park Raceway has fallen foul of the ad watchdog for use inappropriate use of the words “tool” and “loser”.

The radio ad for the Queensland raceway featured a child’s voice commenting on the skills of the person driving the car he is in, making the comment “I didn’t know I was in the car with Nan”. The child’s final comment is: “If that tool would just get outta the way! Loser”. A voiceover then goes on to say: “These holidays shut the little ba….ack seat drivers up” and goes on to give details of the activities available at Kingston Park Raceway.

Complaints to the Ad Standards Board (ASB) argued the ad was offensive as it suggests that it is “normal and acceptable for children to behave in a rude and offensive manner to their parents, or adults that are driving them around”.

The complaints continued: “Use of the words ‘loser’ and ‘tool’ and reference by the father children being bastards. Completely inappropriate language used by the child in the ad, disrespectful and a poor role model for children. My two boys have unfortunately latched onto this advert and mimicked the tone. Very disappointed that we are using this type of advertising to promote a product.”