The Advertising Standards Authority has banned a BMW iDrive video advert for promoting dangerous driving after a single complaint.
The video advert shows a number of different BMW models with xDrive strutting their stuff and demonstrating the additional grip the 4WD xDrive system offers, and the complaint was made about an X5 momentarily losing traction in an off-road situation (the image above).
The ASA decreed that the fast-moving advert, Blur soundtrack, the on-screen ‘Get Out There’ text and the voice-over stating “Remember when everything was for the sheer pleasure of doing it” created the impression that using BMWs with xDrive was exciting and challenging. Which, according to the ASA, is wrong.
The ASA ruling said:
Because the demonstration of the capability of the xDrive system condoned faster, dangerous and irresponsible driving, and was presented in the context of excitement, we concluded that the ad breached the Code.
BMW has been told the advert must not be show again in its current form, future adverts must not condone dangerous or irresponsible driving and BMW could not demonstrate handling in the context of excitement.
Fortunately, The Netherlands has no issue with the advert, so judge for yourself in the same video below from BMW in Holland.