- The ruling finds that the advert’s humour creates a risky impression by pairing positivity with drinking and driving.
- Concerns were raised that viewers may misinterpret the message in a country facing extreme drunk-driving fatalities.
- Broadcasters are advised not to air the commercial until the drinking and driving line is removed or revised.
A Switch Energy Drink commercial has faced criticism for linking humour to drinking and driving. This is a serious issue in a country where thousands die on the road each year.
The advert features a fake news interview where a man joyfully claims that “drinking and driving is awesome” after learning he could win a new car through a Switch promotion. Although he is discussing an energy drink, the ruling found that the framing “creates an overall positive association with the problematic statement,” which places risky language at the centre of its message.
For the complainant, the danger was clear. He argued that the line is “in extremely poor taste, trivialising a behaviour that is both illegal and socially destructive in South Africa.” He added that “the explicit wording normalises and makes light of drinking and driving,” which is commonly understood as consuming alcohol before driving. The complainant warned that the advert could mislead viewers, particularly vulnerable audiences, into thinking the brand supports or mocks behaviour responsible for tragic road deaths.
The Directorate agreed, highlighting the serious context in South Africa. It stated that “the Directorate must err on the side of caution when it comes to messages around drinking and driving,” pointing to the World Health Organization’s estimate that about 58 percent of South Africa’s road fatalities involve alcohol. Even with the anchorwoman’s repeated attempts to correct the misunderstanding, “Please don’t drink and drive!”, the ruling maintained that the commercial’s structure gives a dangerous impression.
Humour colliding with a life-and-death issue
Switch argued that the advert is clearly comedic and that audiences would understand the joke. The company stated viewers know Switch is a non-alcoholic drink and would realise the man is talking about an energy drink, not liquor. They contended that the line is intentionally absurd and that the anchorwoman’s interruption makes the intended message clear.
But the Directorate of the Advertising Regulatory Board rejected this defence, saying humour cannot outweigh potential harm. It found that “despite the humorous tone and approach,” the advert still places the phrase “drinking and driving is awesome” within a celebratory narrative where the character wins a prize. It stressed that “the commercial has an overall positive association with the problematic statement,” creating unacceptable confusion.
The Directorate also dismissed the notion that the advert promotes energy drinks as an alternative to alcohol. “Nothing that the character says communicates that drinking and driving is in fact, not awesome,” the ruling found. It pointed out that the advert never clarifies the distinction in a way that protects viewers from misunderstanding. The Directorate concluded that any message that could mislead consumers into thinking drinking and driving is acceptable “is not indicative of the necessary level of responsibility.”
“Any communication that could confuse consumers into believing that drinking and driving is condoned is not indicative of the necessary level of responsibility.”
Although Switch is not a member of the ARB, the ruling serves as guidance to member broadcasters and publishers, who have been instructed not to accept the advert in its current form. The message from the Directorate is that in a country where drunk driving destroys lives every day, even humour must not risk encouraging dangerous behaviour.
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