Cricket ad withdrawn after Fire Service complaint

A television ad showing firefighters making siren-like noises and hanging from fire engine windows without seatbelts will not be broadcast again.

The New Zealand Fire Service complained to the Advertising Standards Complaints Board about the ad, designed to promote the Black Caps versus England series.

It was made by Auckland advertising agency DDB.

The fire service said it had received an unprecedented number of complaints about the ad on TVNZ and Sky Television.

New Zealand Cricket and DDB said the ad would not be broadcast again and the board regarded the matter as settled.

- NZPA