The UK’s Advertising Standards Authority (ASA) has told BMW to pull the plug on an advertisement for its 3 Series cars. The authority acted after a number of complaints and ruled that the television ad depicted driving at high speed might be thrilling and courageous.
ASA says BMW needs to change this commercial, or any future ones, so that they concentrate on the safety aspects of driving. The ruling finished off with the statement that ads must not hint at anything related to competing with other drivers, aggression or exhilaration.
The ad for the 3 Series models was created by top advertising bureau Inferno. The clip begins with one of the vehicles heading for a twisty coastal route and then somebody giving an invitation to enter the curves.
After that, the driver shifts gear and the car’s rev counter surges upwards to give the impression of speed and excitement. This is further enhanced by images of a woman enjoying the thrills of a roller-coaster with the by-line of curves help you escape.
A cut to a man in swimming gear atop a cliff precedes a grand finale of the BMW vanishing along the coastal route. The last voice-over in the ad says curves are daring and an inspiration and ideally suited to the brand-new 3 Series.
Three people complained to the ASA and stated the ad implied that speeding and dangerous driving were okay. In its defence, BMW said the ad was not meant to condone any kind of unsafe or aggressive driving, but a challenge to delight in the drive itself.