Trunk Monkey Ad Banned in Canada...OK in the United States

Hi



I have been doing some research on the now-famous *Trunk-Monkey* commercial. The commercial was filmed in the United States for the

Suburban AutoGroup and my research seems to show it was shown during the 2003 Superbowl game. You can view the ad on this site.



The commercial depicted a driver of a car aggressively and angrily berating the driver of a second car for blocking his way. The second driver ultimately pushed his car*s trunk release button, whereupon a monkey emerged from the trunk and proceeded to beat the first driver over the head with a tire iron.



No problem, apparently, to show this ad in the United States......



However, the commercial was shown for a Winnipeg car dealership (McNaught Pontiac Buick GMC). Winnipeg is my old home town, by the way.



The Advertising Standards Canada Council received complaints and banned the ad saying



"In its evaluation, Council followed the directive in the Code Interpretation Guideline to assess the impression likely to be conveyed by an advertisement by considering the “use and application of elements such as humour and fantasy”. Council found this commercial clearly conveyed the impression that resorting to extreme violence is acceptable. Council also found the elements of humour and fantasy in this commercial did not negate this clearly communicated impression. According to the norms of contemporary society, road rage leading to physical violence resulting in personal injury should not be condoned or encouraged. Council therefore concluded that the commercial exploited, condoned, and incited violence, as well as exhibited obvious indifference to unlawful behaviour.



This is interesting as it points to some cultural differences between Canada and the U.S.



Prof. Rice

York University

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