“Special effects in ads can be entertaining, but advertisers can’t use them to misrepresent what a product can do,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. The complaints also allege that the hill was made to look significantly steeper than it actually was. In fact, the truck is not capable of pushing the dune buggy up and over the hill, and both the truck and the dune buggy were dragged to the top of the hill by cables, according to the complaints. It was produced in a realistic “YouTube” style, as if it were shot on a mobile phone video camera.Īdministrative complaints allege that Nissan and TBWA violated the FTC Act by representing that the ad accurately showed the performance of an unaltered Nissan Frontier under the conditions that were depicted. Nissan and TBWA promoted the Frontier pickup truck with a “Hill Climb” advertisement that showed the vehicle rescuing a dune buggy trapped in sand on a steep hill, while onlookers observe the feat in amazement. One of their ads, entitled “Hill Climb,” was so misleading it raised the ire of the Federal Trade Commission, who said in a press release: The landing gear failure ad was just one of the deceptive television spots created by Nissan and TBWA Worldwide in 2011. Pretty soon you’ll break the tires, rims, suspension and more. That weight won’t hit all at once - it’ll slowly grow heavier and heavier as the pilot pitches the nose down. You’d be dropping 5,000+ lbs onto the back of a Nissan Frontier that’s only rated for at most 1,500 lbs (assuming you’re driving the manual V6) and that’s going 100+ MPH. Although many viewers believed the commercial depicted a real event, a 2013 Jalopnik article posited the feat shown in the advertisement was extremely implausible, if not outright impossible:
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