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Product: Financial (Motor Insurance)
Advertiser: Axa Insurance Limited
Agency: Publicis Dublin
Codes:ASAI Code 6th Edition: 2.2
A radio advertisement featured a man (Mark) and a woman (Rachel) in a car.
Mark: There’s a wasp, There’s a wasp, in the car!
Rachel: Relax, it’s just a fly.
Mark: What if it’s a wasp! I’m partly allergic!
Rachel: Watch the road Mark.
Mark: Its coming for me, oh God.
Sound effect of the car crashing
Rachel: Great! There goes our no claims discount.
Mark: Don’t stress, the AXA redline will sort this.
Rachel: Oh yeah, like a magical red line is going to swoop in and save our no claims with a…
Mark: Oh there it is.
R: Oh it’s actually happening!
FVO: At AXA, we don’t think you should lose your whole no claims discount over one mistake. So our Accident Forgiveness benefit means you won’t.
MVO: Terms and Conditions apply. Accident Forgiveness is stepback no claims discount protection for customers with one or more years no claims discount. AXA Insurance Limited is regulated by the Central Bank of Ireland.
FVO: Call us on 1890 247 365 or visit axa.ie. AXA, Redefining Standards.
The advertisers stated that their corporate social responsibility initiatives focus on road safety and they have also sponsored award winning road safety advertisements for many years. They also stated that they are currently involved in the AXA RoadSafe roadshow which was aimed at promoting road safety to transition year students.
They stated that when they were developing the advertisement, they conducted consumer research to ensure that the advertisement was relevant, engaging and creative. They stated that it was not their intention to appear in any way light-hearted or to condone careless driving and they apologised if the advertisement had caused offence.
Complaint not upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the advertiser was promoting a no claims benefit product that was available to their customers and in doing so, had portrayed a scenario in which an accident could occur. The Committee noted the use of humour in the advertisement and that it was one of a series in which various accident scenarios had been portrayed, however, they did not consider that the advertisers had made light of dangerous driving or the need for safety. On this basis the Committee concluded that there had been no breach of the Code involved.
No further action required.