Advertising Standards Authority (ASA), Britain’s independent ad regulator, has banned a short BMW video ad upon charges of alleged ‘irresponsible driving’.
The video shows BMW xDrive vehicles overcoming various difficult terrains, such as wet grass, dirt and snow. ASA found it inappropriate for two reasons:
· The offending scenes (i.e., the ones where dangerous driving is shown) were shot in places commonly accessible by British people who may be tempted to drive there and try to reproduce these actions themselves;
· The ad portrays the xDrive system as a way to drive in an excessively fast and irresponsible, dangerous way. This behavior is treated as normal, or, worse, as a source of enjoyment.
The above points are stated in the official ASA letter filed to the German car manufacturer.
In response, BMW has issued a statement clarifying that the ad is merely meant to showcase the advantages of the xDrive system in the moments when the car loses some of its road grip. It also dismissed the irresponsible driving charges.
Photo: youtube.com