AN ad for chocolate bar Twix that was branded ‘dangerous’ has been BANNED from TV.
The advertisement depicts a car chase between two identical caramel coloured vehicles – ending with one sandwiched on the other like a Twix.
A Twix advert has been banned after being branded “dangerous”[/caption]
A watchdog said the ad “must not appear again in its current form.”[/caption]
The advert featured two caramel coloured cars sandwiched together[/caption]
However, five complaints have been made against the clip, saying that it highlighted dangerous driving and was irresponsible.
Mars-Wrigley, who own the Twix brand, highlighted that the advert featured a “cinematic presentation”.
They continued by saying it took place in a “world that was absurd, fantastical and removed from reality”
This view was echoed by Clearcast, the non-governmental organisation that approves adverts prior to broadcast.
Advertising Standards Authority (ASA) ruled the ad “condoned unsafe driving” and “must not appear again” in its current iteration.
Although the ASA acknowledged the fantastical aspect of the ad, it stated the video’s first half showed driving “that appeared likely to breach the legal requirements of the Highway Code”.
The watchdog said there was an “emphasis on speed”, in addition to “fast paced beat and music” in the car chase and “visible skid marks” left on the road.
Mars defended the advert, having said both cars were shot “driving at lawful speeds and any emulation would only reflect the legal and safe driving presented.”
The final scene showed a Twix bar falling through the sunroofs of the two still attached cars.
This was also accompanied by the tagline “two is more than one”.
Clearcast told the ASA that the advert’s style made it clear that it was not meant to be emulated, nor did it suggest “safe driving was boring”.
The ASA’s ruling concluded: “We told Mars Wrigley Confectionery UK Ltd not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”
It’s not the first time that a TV ad has been banned from screens.
TV architect George Clarke was paid by Scottish Power to star in their television advert.
It was taken off air by the Advertising Standards Agency for breaching their guidlines.
The watchdog said it misled viewers into thinking they were watching George’s Channel 4 hit Amazing Spaces.
The advert ended with the tagline “Two is more than one”.[/caption]
