A radio ad from online home loan company Athena has been removed for trying to cover up a person saying "fucked" by pretending he had a New Zealand accent and was saying "fixed".
The radio advertisement voiceover said:
Hi BEEP Bank.
Customer: Hi. My home loan’s about to come off a fixed rate and…
Representative: Ha, well you’re fu…d
Customer: I beg your pardon?
Representative: I said “you’re fuxed”
Customer: Fuxed?
Representative: (Putting on a fake New Zealand accent) Yes, you’re on a “fuxed” rate.
I’m from New Zealand.
Customer: Okaaaay, so where does that leave me?
Representative: (Putting on a fake New Zealand accent) Totally “fuxed”.
Customer: Unless I switch.
Representative: (Putting on a fake New Zealand accent) Aww, no bro, don’t swutch.
Customer: Oh, yes bro.
V/O: If your lender’s not looking after you, go to athena.com.au where you’re sweet
as, bro. Athena. Love us and leave us.
The complaint submitted to Ad Standards raised concerns of racism, discrimination and foul language.
"They have used an actor with a fake New Zealand accent saying repeatedly 'Fuxed' and then the actor was made to appear stupid, by just repeating 'fuxed' and 'sweet as bro', not in a funny or good way," the complaint stated.
"Clearly meant blur the line in meaning and pronunciation between 'fixed' and fucked.
"Completely inappropriate this is on air at school pickup time I feel that they are playing public radio, during the day, and there should be some decency behind the language. I feel that the poor use of a dodgy Kiwi accent doesn't excuse the use of fuck on public radio."
Athena disagreed with the complaint and defended that its radio ad was not racist and did not use offensive language.
"We acknowledge that the scenario depicted in the advertisement could be interpreted by some listeners as if the word "f***" was about to be uttered. However, the scenario was designed to create a comedic effect by teasing the listener with an anticipated word that is ultimately not spoken. It was intended as a humorous device, not as an endorsement or promotion of offensive language.
"It is important to note that the advertisement does not single out New Zealanders for discriminatory treatment. The interaction between the customer and the Beep Bank representative revolves around a general financial situation and the need to refinance a home loan. The focus is on the representative's attempted cover-up, rather than specifically targeting any nationality or ethnicity that discriminates against or vilifies."
The Ad Standards Panel found the ad did not depict racism.
"While making fun of accents of minority groups in the community is outdated, in poor taste, is not funny and can be harmful, the advertisement’s tone is light-hearted and the portrayal the accent as obviously fake was ridiculing of the person in the advertisement, rather than New Zealanders."
However, the panel found the ad to breach Section 2.5 of the Code (Language) because the ad was played at school pickup time and children would understand the censored words as 'fuck'.
"The panel noted that the advertiser had tried to mitigate the swearing by providing an alternative meaning (fixed with a New Zealand accent), however considered that children would not understand the concept of fixed rates and as such would be more likely to hear swearing in the advertisement, and repeat it."
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