If you plan to release a car commercial in the UK, make sure to make it very tame.
A new commercial for the BMW M4 Convertible has been banned in the UK because the ad “encouraged unsafe and irresponsible driving.” The commercial features two M4 Convertibles, one of which is driving sedately on the road while the other is driving fast around a race track.
BMW UK argued that the “ad differentiated clearly between the sedate cruising of the M4 on public roads, where the Highway Code was obeyed at all times, and the on-track element.” Despite this, the advertising standards authority (ASA) ruled that the “editing blurred the distinction between road and track.”
It only took one single complaint received from the public to start the investigation, which resulted in the ASA stating, “the ad must not appear again in its current form.”
Recently, the ASA banned a Toyota ad from the UK because it also showed reckless driving. Toyota argued in that instance that the ad was virtual and therefore could not be replicated in real life.
Get the Flash Player to see this player.
Discuss this story at our BMW 4 Series Forum