A BMW TV advert for the company’s xDrive four-wheel drive system has been banned in its present type on UK television, after the marketing requirements Authority (ASA) stated it “condoned faster, dangerous as well as irresponsible driving”.
The minute-long ad (above) shows a range of xDrive-equipped BMWs being driven off-road on snow as well as mud, as well as likewise contains footage of designs being driven on the road in wet weather condition conditions.
Advertisement – article continues below
• BMW 520d xDrive 2017 review
Backed by Blur’s tune 2, a rousing rock anthem, the ASA stated while it acknowledged that “some of the scenes took location off public roads”, it thought about the off-road scenes were “not significantly different to environments that viewers may encounter.”
The ASA continued: “The presentation of the ability of the xDrive system condoned faster, dangerous as well as irresponsible driving… provided in the context of excitement”. It likewise highlighted an instance of an X5 “appearing to skid on a dirt trail.”
BMW contested this interpretation of the ‘skid’, arguing the X5 demonstrated “a slight reduction in traction”, as the technical capability of the xDrive system was highlighted. BMW likewise argued the cars and trucks were driven in a risk-free as well as accountable manner.
The cars and truck maker added that Blur’s tune 2 was chosen to charm to the advert’s target audience, as well as was unlikely to suggest the cars and trucks were driven at a high speed.
Despite these points – as well as the truth just one person out of the estimated 9.3 million who saw the advert complained – the ASA deemed BMW’s advertisement breached three marketing codes.
The rules in concern stipulate motoring adverts must not motivate “dangerous, competitive, inconsiderate or irresponsible driving” as well as “must not demonstrate power, acceleration or handling characteristics except in a remove context of safety”.
Check out the very best SUVs as well as 4x4s to buy in 2018…