BMW has recently landed in controversy for running a contentious advertisement on Internet. The Advertising Standards Authority lashed out on the car firm for the advertisement on ground that it encouraged speeding. BMW had launched this online advertisement to promote sales of its new Mini series in UK. The advertisement had shown a close-up of a man sitting at the wheel of a Mini, driving down the road, it further asked surfers to ‘floor it’ using an interactive pedal. The moment users clicked and pressed on the pedal sign, the accelerated and the driver’s face appeared to crumple caused by speeding.
The advertisement attracted many complaints from several quarter accusing the advertisement of promoting excessive speeding. The ASA has upheld the complaints saying the Internet ad glorifying the ‘extra oomph’ of new Minis was irresponsible and encouraged speeding.
On the other hand, advertising agency Glue London, reacting to complaints on behalf of BMW, contended that the marketing campaigns were ‘aimed at people who enjoyed the Mini’s sense of fun and cheekiness and speed and acceleration were not the predominant message of the ad’. However, the ASA has asked the firm to not to repeat the approach and advised them to consult Committee of Advertising Practice Copy Advice when preparing future ads.
Read
Image
