A Toyota advert featuring a car speeding through narrow streets before bursting through a glass barrier has been banned…
… for condoning dangerous driving.
The ad for the Toyota GT86 was set in an animated virtual world and began with a male character describing not being real until he drove the car, followed by scenes of a chase through narrow streets and the driver exploding through the glass wall on to a real road.Two viewers complained that the ad was irresponsible and condoned dangerous driving.
Those two viewers need to be told to go away and come back when they have looked up the word ‘symbolism’ in the library and then describe it accurately.
But no, this is the UK, where a useless quango has to make itself useful even when it really isn’t:
The car maker said the driver was never shown to be out of control and his behaviour did not endanger himself or others, adding that the ad was set in an artificial environment which was impossible to emulate.
I can well imagine the tone of exasperation with which the Toyota guy must have written that…
However, the ASA said it believed that the driving, and particularly the speeds, could be emulated on real roads.
For what possible reason? I’ve watched quite a lot of advertising this week, but so far I’ve managed to avoid:
a) taking a meerkat to bed,
b) bungee jumping off a bridge with my identical twin,
c) strapping a bulldog into a motorcycle sidecar, or
d) setting up a relationship counselling agency for snowme…err, snowpeople?
So I think we can safely say that normal adults can distinguish between real life and advertising scenarios. But not the ASA, oh, no:
It said: “We also considered that the highly stylised nature of the ad glamorisedthe reckless manner in which the car was driven.”Because we considered the ad portrayed speed and the way the car could be handled in a manner that might encourage motorists to drive irresponsibly, we concluded that the ad was irresponsible and condoned dangerous driving.”