A television advertising for the chocolate Twix banned in United Kingdom because he was urged to dangerous driving.
The advertisement, featured on UK television, presented a man with long hair and mustache participating in a spectacular pursuit that ends in a collision of two same, caramel -colored cars stacked on top of each other – like the two bars of chocolate.
Advertising Regulatory Authority (ASA) received Five official complaints by viewers who thought that the scene encourages dangerous driving. Mars-Wrigley, owner of Twix, defended advertising saying it was a “movie scene” in a “fantastic, unrealistic environment”, and Clearcast-who controls television ads before their broadcast-had approved the content.
However, ASA ruled that the first part of the admit violated the rules of the Road Traffic Code because of the emphasis on speed, intense music, visible traces of brakes and the general “dangerous behavior” in driving.
“Advertising should not be re -opened in the present form,” ASA said, stressing that scenes may not be displayed that may violate the Road Traffic Code or encourage reckless behavior on the road.
Mars-wrigley, for her part, argued that all shooting was done at legal speeds and with emphasis on security, and reminded that the Brand Twix has been linking its identity with the “Absurd humor”.
The advertisement ended with a Twix bar falling through the sunshine of the two cars, while they were removed “united”, accompanied by the slogan “Two is more than one” (“two are better than one”).
According to ASA’s final decision, Mars-Wrigley was asked “not to approve or encourage the irresponsible driving that is likely to violate the rules of the Road Traffic Code” in its ads.