UK: BMW M4 Convertible ad banned for encouraging “unsafe driving”

BMW M4 | October 16th, 2014 by 0
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In the UK, a video ad for the BMW M4 Convertible has been banned for encouraging “unsafe driving.” The Advertising Standards Authority said BMW’s commercial …

In the UK, a video ad for the BMW M4 Convertible has been banned for encouraging “unsafe driving.”

The Advertising Standards Authority said BMW’s commercial was socially irresponsible. In the video ad, the BMW M4 Convertible is being driven on a road and a racing track. It is the seventh time in 12 months that the car maker has fallen foul of the industry watchdog.

The advertisement also features a race driver with helmet and full racing suit.

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At time, the car is shown cutting corners, skidding and driving fast. As any respectable BMW ad, the engine sound is prominent in the video.

ASA said that it was unclear in some shots “whether the car was on a track or public road” and that “the intercutting of the footage drew clear links between the road and racing use of the car, and therefore condoned the use of the car in the manner shown by both drivers.”

We considered that the majority of the advertisement focused on the way the car was being driven, and its performance and speed,” it said. “The advertisement encouraged unsafe and irresponsible driving.”

BMW denied the two driving styles were blurred: “The advertisement differentiated clearly between the sedate cruising of one M4 on public roads, where the Highway Code was obeyed at all times, and the on-track element.”

The ASA rejected BMW’s argument and, in addition to banning the advertisement, told the company to ensure that future commercials did not link racetrack and road driving styles in a way that focused on speed, or encouraged a manner of driving that would be irresponsible.

BMW accepted the ASA’s decision and said it would not challenge it.

[Source: Driving]

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