Don't shoot people with nail guns, and perhaps hand over a chisel instead of throwing it. The Ads Standard Bureau (ASB) has upheld a complaint against The Builders Academy, with one complaint arguing it "encourages cowboys... to shoot people."
The TVC which appeared on both pay and free-to-air stations introduces superhero builder Bob, who throws a chisel, swings through the building site like a gymnast and uses nail guns like the real deal: all because he trained at the Builders Academy.
However, the TVC has drawn ire for promoting unsafe work practices which encourage young people, typically males, into unsafe working behaviour with one complaint saying it "encourages cowboys to remove safety devices and shoot people."
Another said "this is a dangerous and stupid representation of a job that needs skill and care. It portrays a gung-ho attitude that is similar to a video shooting game or violent overtones. A stupid, stupid ad."
Section 2.6 of the AANA Code of Ethics states: “Advertising or marketing communications shall not depict material contrary to Prevailing Community Standards on health and safety”
While the ASB noted the "superhero" element of the ad, it said the realistic nature of what the ad's main character was doing meant it was more likely to be copied.
"The Board agreed that the likely audience for the building academy is young adults (more commonly males) and that young males can be impressionable," The ASB said.
"The majority of the Board considered that the advertisement depicted material contrary to prevailing community standards on health and safety in the workplace and determined that it did breach Section 2.6 of the Code."
In response, the Builders Academy made note that it took steps prior to the ASB's confirmation to modify the TVC.
"Specifically, we changed the ad by removing all instances where the nail gun is 'shot' incorrectly, perpetrating the 'gung-ho' attitude and replaced this scene with our builder Bob using the nails gun safely and responsibly," the advertiser said.
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