Audi R8 TV Commercial Banned… For Being Too Exciting! We Despair
Supercars are exciting. There’s no getting away from it.
They look exciting, they sound exciting and the way they stop, go and get round corners is exciting. Right?
According to one ‘complainant’ and the Advertising Standards Authority, supercars are not allowed to be exciting – and if they are, adverts for them can’t convey any of it.
No, we’re not making that up. After just one person complained to the ASA that the R8 advert, which they saw on TV in April, linked aspects of the car’s performance to excitement – as denoted by the driver’s pupil dilation – the advert was banned.
Audi maintained that the eyeball in the advert was dilating and contracting in response to concentration, with the advert focusing on the car’s carbon ceramic brakes rather than performance.
The company also pointed out the fact that the car wasn’t shown driving faster than 30mph at any point, but it was all to no avail.
Upholding the complaint, the ASA said:
… we considered that the ad linked speed with excitement and concluded that it therefore breached the Code [of Broadcast Advertising] . . . The ad must not appear again in the form complained about. We told Volkswagen Group UK Ltd to ensure that future ads did not demonstrate power, acceleration or handling characteristics except in a clear context of safety and without the suggestion of excitement.
Well thanks a bundle, Norman O’Killjoy.
You can watch the advert below and draw your own conclusions:
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