Uber Eats' 'Get Almost, Almost Anything, Maybe Even Andy Murray' advertisement has been pinged for violent and unsafe behaviour.
The multi-part television advertisement shows Andy Murray getting chased by Uber Eats delivery people, attempting to deliver him via the Uber Eats app.
One version of the ad features two delivery drivers with an Uber Eats bag on his back chasing Andy Murray through a street. Andy is seen running through the kitchen of a restaurant and the text "Get almost almost anything, Maybe even Andy Murray" is seen on the screen.
The delivery drivers enter the kitchen and Andy throws food at them. A chef says "Andy Murray! Calm down!" Andy runs from the kitchen into the restaurant and somersaults over a table.
The delivery drivers chase him knocking over a fish tank. One of them says "Let's just talk about it." Andy exits the restaurant and is stopped at a dead end.
The delivery people explain it will all be over if Andy just gets in the bag. Andy agrees and the words ‘Andy Murray is now on Uber Eats’ appear on screen, inviting users to search for, and attempt to order, the Andy Murray meet and greet experience in the Uber Eats app.
Screenshots from each of the Andy Murray ads.
Ad Standards received multiple complaints about the ad, raising issues of violence, unsafe behaviour and kidnapping.
"Why is kidnapping being promoted as a normal act. It is against the law. The Uber Ads will teach children it is oh to Kidnap people," one complaint said.
"It promotes the kidnapping of a famous person. Then he is chased throughout Melbourne causing such destruction that advisory comments are required in small type at the bottom of the screen. This is celebrity harassment promoted as entertainment," another complaint said.
"I am very concerned that the violence and criminal behavior shown (and also heavily suggested) in this series of advertisements is a risk and a danger to the community," another complaint said.
It is disturbing, unpleasant and uncomfortable to watch, especially seeing the fear and panic depicted by the victim, Andy Murray. Whatever the company Uber Eats aims to achieve in these advertisements to advance its business (which is evidently lost on me) is immaterial in light of the violence shown.
"At best, it is very, very poor taste; but the unacceptable portrayal of violent acts should be sufficient cause to remove these advertisements immediately."
One version of the Uber Eats Andy Murray ad.
In response, Uber said the ad breached no codes as the scenes were sufficiently exaggerated for comedic and dramatic effect and that no reasonable viewer would consider them realistic or as an endorsement of unsafe behaviour.
"The delivery people do not kidnap Andy Murray and instead ask him politely to get in the bag (a bag which is clearly too small to fit a person)," the advertiser said.
"Andy Murray does not appear panicked, intimidated or fearful of the delivery people - rather, he is well prepared for the ensuing ‘cat and mouse’ style chase, which is more of an inconvenience than anything else.
"At no point do the delivery people harm Andy Murray, who is seen to be in a fit and healthy condition and far more agile than the delivery people."
However, the Ad Standards panel believe that the overall theme is that the delivery people wish to take Andy Murray against his will.
The panel considered that the overall feeling in all four versions of the advertisement is threatening, menacing and considered that attempting to abduct someone is violent behaviour - which are not justifiable in the promotion of a food delivery app.
The Panel also considered that the behaviour of jumping through windows is not condoned or encouraged and would be unlikely to lead to copy-cat behaviour.
As a result, the ad was found to breach AANA Code of Ethics 2.3 Violence and 2.6 Health and Safety.
The ad was discontinued on January 26 at the end of the two-week campaign period.
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