"E30Joe drives a Subaru" (325joe)
10/18/2014 at 11:23 • Filed to: None
0
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"E30Joe drives a Subaru" (325joe)
10/18/2014 at 11:23 • Filed to: None | 0
| 13 |
This is what the world is coming to, a BMW commercial is banned because of the manner in which it was filmed promotes "Irresponsible Driving." It's an M4 not a Toyota Yaris, I'm assuming 90% of M4's will be driven irresponsibly by their owners regularly. Below is the ad and the ASA Adjudication on it. The claim was "Its hard to tell what is the road and what is the track" well, every clip on the track has huge curbs and the driver is wearing a crash helmet and a race suit. Excessive speed isn't even shown anywhere, the speedo barely reads above 70mph at any point during the ad.
The world makes me sick, too much political correctness in these times.
http://www.asa.org.uk/Rulings/Adjudi…
Ad
A video ad on !!!error: Indecipherable SUB-paragraph formatting!!! featured footage of a BMW M4 car being driven on a road and a racetrack. The ad began with an empty shot of a race circuit and of a tree-lined road, then showed footage of a man driving the car while lowering the convertible roof interspersed with footage of a man in a crash helmet and racing overalls. These images were followed by shots of the second man driving the car on the race track, including skidding, accelerating and cornering, intercut with footage of the first man driving on the road. At the end of the ad the cars were shown drawing to a stop in matching on-screen positions and with very similar backgrounds, and footage alternated between each man exiting the car.
Issue
The complainant, who believed the ad featured and encouraged unsafe driving, challenged whether the ad was socially irresponsible.
CAP Code (Edition 12)
Response
BMW (UK) Ltd said the ad 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. They stated that the road driver was calm and in control, that he did not overtake other traffic, cross white lines, or exceed UK speed limits, and that the roads were clear of other vehicles and pedestrians. They said that engine noise was not included in the ad in order to avoid making speed or acceleration the focus, and that the main message of the ad was the design of the car not speed or acceleration.
BMW stated that the sections of the ad featuring the car on a race track were clearly differentiated through the red curbs on the closed track and the driver in protective clothing, including a full-face helmet. They noted that it was permissible to demonstrate a vehicle's capabilities on a race track and that the M4 was the only car on the circuit. They said the speedometer was only seen reading 119 km/h (approximately 73 mph) and they believed that this was not an excessive speed in a closed track environment. BMW stated that the stylistic device of the cars stopping in matching positions with similar backgrounds was deliberately used only at the end of the ad in order to avoid the impression of unsafe or irresponsible driving while on public roads.
Assessment
Upheld
The ASA noted that BMW believed the two elements of the ad were clearly differentiated from each other, and that the footage of the driver on the road did not demonstrate road use contrary to the Highway Code. However, we considered that in some shots it was unclear as to which setting was being shown. Although we acknowledged the CAP Code stated that the capability of a car could be demonstrated in a track setting if it was obviously not in use as a public highway, we considered that the editing of the ad blurred the distinction between track and road. We also considered 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. The ad featured the car cutting corners, skidding, and driving fast, and the sound of the vehicle accelerating was also audible. We therefore considered that the majority of the ad focused on the way the car was being driven and its performance and speed. Because we considered that the ad encouraged unsafe and irresponsible driving we concluded that it breached the Code.
The ad breached CAP Code (Edition 12) rules 19.2, 19.3 and 19.4 (Motoring).
Action
The ad must not appear again in its current form. We told BMW (UK) Ltd to ensure that future ads did not link racetrack and road driving styles in a way that focused on speed or encourage a manner of driving that would be irresponsible.
ly2v8-Brian
> E30Joe drives a Subaru
10/18/2014 at 11:27 |
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The UK has become quite the nanny state.
Ramblin Rover - The Vivisector of Solihull
> ly2v8-Brian
10/18/2014 at 11:29 |
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This aggression will not stand, man.
asindhidude
> E30Joe drives a Subaru
10/18/2014 at 11:32 |
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For what its worth, that ad made me really want an M4 (more than before). I hope the people who made it get props anyways from their higher ups.
JQJ213- Now With An Extra Cylinder!
> E30Joe drives a Subaru
10/18/2014 at 11:33 |
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Wow. That's really sad because that is one of the best ads I've seen in a long time!
Why are people just so... I cant even think of a word right now
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E30Joe drives a Subaru
> JQJ213- Now With An Extra Cylinder!
10/18/2014 at 11:36 |
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Dumb. Dumb is the word you're looking for
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ly2v8-Brian
> Ramblin Rover - The Vivisector of Solihull
10/18/2014 at 11:36 |
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It's for your safety. You can't be trusted to make good decisions on your own. Big brother is is here to coddle and protect you.
desertdog5051
> E30Joe drives a Subaru
10/18/2014 at 11:53 |
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You've got to be shittin' me.
K-Roll-PorscheTamer
> E30Joe drives a Subaru
10/18/2014 at 11:54 |
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No wonder they don't make cars like they used to.
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E30Joe drives a Subaru
> desertdog5051
10/18/2014 at 12:26 |
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welcome to 2014, where performance oriented vehicles are not to be driven in such a manner.
BKRM3
> E30Joe drives a Subaru
10/18/2014 at 12:37 |
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What kind of an asshole wrote this?
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desertdog5051
> E30Joe drives a Subaru
10/18/2014 at 12:39 |
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I saw a Mercedes commercial where they touted their collision avoidance system or lane departure system and basically stated that "you have more important things to do". WTF, driving is the most important thing when behind the wheel. Jeez, the nannies are here.
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E30Joe drives a Subaru
> BKRM3
10/18/2014 at 12:43 |
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they even admitted that when the road footage was shown, no excessive speed or maneuvering was pictured. So, a big asshole wrote it.
Mattbob
> E30Joe drives a Subaru
10/20/2014 at 08:32 |
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That music alone should have been enough to take the ad down.