ASA bans BMW TV ad for condoning dangerous driving
05 November 2015
Author: Daniel Puddicombe
The Advertising Standards Authority has banned a television advert promoting the BMW 3-series for allegedly condoning dangerous driving.
The advert began by showing the vehicle being driven along a country road. As the car approached the coastline, the voice-over stated "curves invite you in" and the ad showed the driver changing gear with the reading on the tachometer increasing.
The ad then cut into a scene of a woman riding a rollercoaster, accompanied by a voice-over, which stated "curves help you escape". A brief shot of the car was then shown and the ad cut into a scene with a man in standing on top of a cliff, facing the sea.
The voice-over then continued: "curves inspire you, and definitely dare you. And the new BMW 3-series was made for every one of them" with the final scenes showing the car being driven along the coastal road.
The ASA upheld the complaints it received from three viewers as it believed the voice-overs implied that driving at speed would be an exciting challenge, with the experience enhanced by the car's handling ability.
The ASA added the advert also encouraged irresponsible and dangerous driving.
The ASA also banned an Urban Parking internet advert for airport parking as it could not verify a claim that the company had been approved by Gatwick Police and Trading Standards, or exactly where cars would be parked.