A TV ad for chocolate bar Twix has been banned for encouraging unsafe driving. The advert shows a man with flowing hair involved in a car chase and crash that results in his and an identical, caramel-coloured car sandwiched on top of each other, like a Twix. Five complaints issued against the advert said it encouraged dangerous driving and was irresponsible. Mars-Wrigley, who own Twix, argued that the ad 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 before broadcast, echoed. But the watchdog the Advertising Standards Authority (ASA) ruled the ad "must not appear again" in its current form because it "condoned unsafe driving". While the ASA acknowledged that the stunt performed highlighted the fantastical nature of the advert, it took issue with the first half of the video that showed driving "that appeared likely to breach the legal requirements of the Highway Code". It said there was an "emphasis on speed" including with "fast paced beat and music" in the car chase, noting the "visible skid marks" left on the road. 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 sweet giant, who also own M&Ms, Celebrations and Maltesers, added that Twix is known for its absurd and playful humour, which was reflected in the advert. The final scene shows a Twix bar falling through the sunroofs of the two cars, before they drive off - still attached - and with the tagline "two is more than one". For its part, Clearcast told the ASA that the style of the video made it clear it wasn't meant to be emulated nor did it suggest "safe driving was boring." In the ASA's ruling, it said it told Mars "not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads."
Twix ad banned for encouraging unsafe driving
TruthLens AI Suggested Headline:
"Twix Advert Banned by ASA for Promoting Unsafe Driving Practices"
Bbc News
8.3
TruthLens AI Summary
A television advertisement for the chocolate bar Twix has faced a ban due to its portrayal of unsafe driving practices. The ad features a dramatic car chase involving a man with flowing hair, culminating in a crash that results in two identical caramel-colored cars being stacked on top of each other, reminiscent of the Twix product itself. The advertisement drew five complaints from the public, all citing concerns that it encouraged dangerous driving behaviors and was irresponsible in its messaging. In defense of the ad, Mars-Wrigley, the parent company of Twix, argued that the commercial was presented in a 'cinematic' style and depicted a fantastical world that was not intended to be taken literally. Clearcast, the organization responsible for pre-broadcast advertisement approval, supported this view, noting the surreal nature of the ad. However, the Advertising Standards Authority (ASA) ultimately ruled that the advertisement must not air again in its current format, stating that it condoned unsafe driving practices. The ASA highlighted that the initial scenes of the ad showed driving that could likely breach legal requirements outlined in the Highway Code, particularly emphasizing the speed depicted during the chase, which was accentuated by a fast-paced soundtrack and visible skid marks on the road.
Mars-Wrigley defended the portrayal of driving in the ad, asserting that the vehicles were filmed operating at lawful speeds and that any viewer imitation would reflect the safe driving presented in the advertisement. The company, which also owns other popular brands such as M&Ms and Maltesers, claimed that Twix is known for its playful and absurd humor, which was intended to be conveyed through this commercial. The ad concluded with a scene where a Twix bar falls through the sunroofs of the two cars, which are still connected, accompanied by the tagline 'two is more than one.' In response to the ASA's ruling, Mars was advised not to promote or endorse irresponsible driving that could breach the legal requirements of the Highway Code in future advertisements, underscoring the regulatory body's commitment to road safety in advertising content.
TruthLens AI Analysis
The recent ban on a Twix advertisement due to concerns over promoting unsafe driving raises various implications for advertising ethics and public safety. The ad, featuring a high-speed car chase that culminates in a crash resembling the shape of a Twix bar, sparked controversy and complaints regarding its portrayal of reckless behavior behind the wheel.
Public Perception and Safety Concerns
The ruling by the Advertising Standards Authority (ASA) is indicative of a broader societal concern regarding the influence of media on behavior. The complaints against the ad highlight a growing awareness and sensitivity towards how advertisements can normalize or glamorize dangerous actions, especially in a culture where road safety is paramount. This incident reflects an attempt to cultivate a perception that prioritizes responsible driving and discourages risky behavior, aligning with government safety campaigns.
Underlying Intentions
While the ad's creators defended its artistic and humorous intent, the ban suggests a need for advertisers to be more cautious about the messages they disseminate. This action could be seen as a move to protect the company’s brand image by ensuring it does not inadvertently encourage dangerous driving practices. The implications go beyond just this ad; they might influence how future advertisements are crafted, potentially leading to more stringent guidelines on depicting driving scenes.
Potential Economic Impact
From an economic perspective, the ban on the advertisement may impact Mars-Wrigley's brand perception and sales, particularly if consumers align their purchasing decisions with corporate social responsibility. The need to balance creative expression with ethical advertising could lead to increased costs for brands as they navigate regulatory landscapes and public opinion.
Community Reactions
The controversy may resonate more with communities that prioritize road safety and responsible driving, including families and advocacy groups focused on public safety. The ad's playful tone might alienate audiences who view driving as a serious responsibility, suggesting that the advertisement's humor was not universally appreciated.
Market Implications
The advertisement's ban could create ripples in the stock market, particularly for companies in the food and beverage sector that rely heavily on advertising. If the public perceives this as a trend towards stricter advertising regulations, it may lead to caution among investors regarding similar brands and their future marketing strategies.
Relevance to Current Events
In the context of ongoing discussions about road safety and responsible media consumption, this incident is timely. It aligns with increasing scrutiny on how media representations can shape societal behaviors and norms.
Use of AI in Reporting
There is no clear indication that AI played a significant role in the creation of this news article. However, AI tools could potentially assist in analyzing public sentiment and trends related to such advertisements. If utilized, AI might have influenced the way the article framed the controversy, focusing on the implications for public safety rather than solely on the ad's creative aspects.
Manipulative Elements
While the advertisement itself may not be overtly manipulative, the discourse surrounding its ban could be interpreted as a form of social manipulation, emphasizing the importance of safety in a way that could provoke fear or concern among viewers. The language used in both the ad and the reporting might evoke strong feelings about responsible driving.
In summary, the reliability of this news piece hinges on its factual basis regarding the ASA's ruling and the subsequent public response. This incident serves as a reminder of the delicate balance that advertisers must strike between creativity and societal responsibility.