V ad pulled over fire complaints

The NZ Fire Service complained to the Advertising Standards Authority, saying an ad showing a person on fire was not socially responsible and was unsafe. Photo / File

A television ad for V Energy Drink showing a man on fire has been pulled after complaints from members of the public and the Fire Service.

The ad "We Gave Art a V" showed a man on fire holding a flaming piece of art work. The man fell through a wall and the fire was put out by another man with a fire extinguisher.

The NZ Fire Service complained to the Advertising Standards Authority (ASA), saying an ad showing a person on fire was not socially responsible and depicting a crowd watching the scene as entertainment was unsafe.

The Fire Service said the 30 second advertisement looked real and did not contain humour or appear to be fictitious and featured a man asking whether there had ever been a fire in the art gallery before, implying the possibility of arson.

The ASA also received a complaint from a person who had a relative die in a fire and found the portrayal of a person on fire offensive. The complainant also said the advertisement made a mockery of the Fire Service's campaign to prevent fires and deaths.

Frucor Beverages Ltd, the advertiser, responded to the complaints by saying the ad had a clear nature of being a stunt.

It said the ad was designed to employ elements of action film to an everyday setting.

The ASA Complaint Board said the advertisement featured a person who appeared to deliberately light a fire in a gallery, which it said was an achievable action that could be carried out by anyone.

In addition, the images of the man on fire and holding a burning painting also depicted a dangerous situation.

The ad had not made it clear the man was wearing fire-proof clothing or any type of safety gear and did not identify him as a stunt man.

The complaints were upheld and the ad was to be removed.