A Motorola advertising campaign that claimed that its new phone was “life proof” has been banned by the ASA after it ruled that the ads are misleading.
The television ads screened April promoting the company’s Defy model, show the phone being dropped on a dance-floor, being used in a swimming pool and other examples of gadget abuse, demonstrating the Defy’s durability in everyday situations.
However, consumers complained that the adverts are misleading, with some highlighting that their phones had become damaged in similar scenarios – prompting the Advertising Standards Authority to step in and ban the ad.
Motorola insisted that they had tested the Defy within “circumstances more extreme than those that would usually be encountered by consumers,” and did not have cause for concern when making such bold claims. The ASA ruled however that the ad had “misleadingly exaggerated the performance of the product” by dubbing it “life-proof”.
The ASA said in a statement: “We noted the phone was intended to be bump, impact, scrape and scratch resistant [as stated during the commercials] but considered the ads, in particular the scene that involved the phone being dropped onto a dance floor and the on-screen text ‘DANCE FLOOR PROOF’ and ‘It’s life proof’ suggested the phone would also not be damaged when it was dropped from the height shown in the ads”.
This is the second time that Motorola has been in trouble with the advertising watchdog. Just three months ago, the ASA banned a commercial for the firms Atrix handset in which it was ambiguously claimed that the device is ‘the world’s most powerful smartphone’. Further investigation made clear that there was another handset on the market, the Samsung Galaxy S II, which in fact boasted a faster processor, and thus could not lay overall factual claim in their ad.