Twix advert banned in UK for encouraging unsafe driving | EUROtoday

A TV advert for chocolate bar Twix has been banned for encouraging unsafe driving.

The advert exhibits a person with flowing hair concerned in a automotive chase and crash that leads to his and an similar, caramel-coloured automotive sandwiched on high of one another, like a Twix.

Five complaints issued in opposition to the advert mentioned it inspired harmful driving and was irresponsible.

Mars-Wrigley, who personal Twix, argued that the advert had a “cinematic presentation” and was set in a “world that was absurd, fantastical and removed from reality”, which Clearcast, the non-governmental organisation that approves adverts earlier than broadcast, echoed.

But the watchdog the Advertising Standards Authority (ASA) dominated the advert “must not appear again” in its present type as a result of it “condoned unsafe driving”.

While the ASA acknowledged that the stunt carried out highlighted the fantastical nature of the advert, it took difficulty with the primary half of the video that confirmed driving “that appeared likely to breach the legal requirements of the Highway Code”.

It mentioned there was an “emphasis on speed” together with with “fast paced beat and music” within the automotive chase, noting the “visible skid marks” left on the street.

Mars defended the advert, saying “the cars were shot driving at lawful speeds and any emulation would only reflect the legal and safe driving presented”.

The candy large, who additionally personal M&Ms, Celebrations and Maltesers, added that Twix is understood for its absurd and playful humour, which was mirrored within the advert.

The closing scene exhibits a Twix bar falling by the sunroofs of the 2 automobiles, earlier than they drive off – nonetheless connected – and with the tagline “two is more than one”.

For its half, Clearcast instructed the ASA that the model of the video made it clear it wasn’t meant to be emulated nor did it recommend “safe driving was boring.”

In the ASA’s ruling, it mentioned it instructed Mars “not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”