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Stacy Squires / Stuff
BNZ says it takes negative stigma around ethnicity “incredibly seriously.”
A Bank of New Zealand television ad depicting Maori as “poor” and “desperate” was removed by the bank following a complaint to the Advertising Standards Authority.
The ad, which ran on Three ThreeNow’s on-demand app between December 24 and January 17, told the story of ‘Kiri’ who moved home with her parents after a difficult year.
The opening scene shows a tow truck and a car stopping outside a house, followed by a shot of Kiri, loading her belongings, being greeted at the front door.
It’s Christmas and Kiri is trying to make an online purchase, but she doesn’t have enough funds in her account.
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The ad continues to show the family exchanging gifts. A homemade card from Kiri addressed to ‘mom’ reads ’50 hugs’. The ad ends with the text: “This vacation, take time.”
The author said the ad shows “the common stigma of Maori: poor, desperate.”
The Chairman of the Advertising Standards Authority noted the author’s concerns that the ad would portray Maori in a negative light.
The president acknowledged that BNZ had removed the ad after receiving the complaint and confirmed that it would not be used again.
BNZ said negative stigma related to ethnicity was something it took “incredibly seriously” and acknowledged the perceptions of the whistleblower.
“While this perception was certainly not our intention, and it was not one that was widely shared, we welcome all feedback as we continue to ensure that we are culturally diverse as a reflection of all of New Zealand in our advertising.”
Given the BNZ’s cooperative commitment to the process and self-regulatory action taken to remove the ad, the president said it would be pointless to bring the matter before the grievance board.
The president ruled that the complaint was resolved.
The ad was produced by international media production company Sweetshop and the agency behind the campaign was Colenso BBDO.
Both companies have offices in Ponsonby, Auckland.
