Financial News

  • 16 July 2014, 15:03

Jaguar Banned Rover: Carmaker Rapped Over Ad

Carmaker Jaguar Land Rover has had a second advertisement in as many months banned for promoting speed and unsafe driving.

The video - called The Art Of Villainy - on the company's YouTube channel featured actor Tom Hiddleston playing a suave British villain who drives a Jaguar F-Type out of a car park and along a public road.

A viewer contacted the Advertising Standards Authority (ASA) complaining that the ad was socially irresponsible because it encouraged unsafe driving.

The company defended the ad, saying it was set almost entirely in an underground car park, with the car stationary for much of the time.

Jaguar also said police were present during filming and the car was not speeding at any time after it left the car park and accelerated briefly on The Embankment in London.

The ASA accepted that the ad focused on the car's appearance and performance rather than speed.

But it said acceleration and speed did feature when the car was shown driving up a ramp to exit the underground car park and when it was shown on a public road at night.

The advertising watchdog said: "Whilst we acknowledged the sequences were brief, we considered that the second part of the ad suggested that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving."

It ruled that the ad must not appear again in its current form, adding: "We told Jaguar Land Rover not to portray speed or driving behaviour that might encourage motorists to drive irresponsibly in future."

Last month the ASA banned a set of four video ads on Jaguar's website showing a car travelling at speed through a tunnel and crossing over the single white lines in the middle of a road, before driving across a mountain road at night.

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