British carmaker Jaguar has been tackled by the advertising watchdog for the second time within three weeks for online videos that "encouraged irresponsible driving".
The manufacturer has been warned not to portray speed or driving behaviour that might encourage motorists to drive irresponsibly in future, and has had a second online promotional video banned.
This latest complaint concerned a YouTube video, part of Jaguar's #GoodToBeBad campaign, which starred actor Tom Hiddleston driving a Jaguar F-Type in an underground car park and on a public road.
The Advertising Standards Authority noted that speed was not a primary feature of the video however it took offence to certain sequences within it which suggested significant speed and acceleration, despite on-screen text stating that it was filmed with a professional driver on a closed course and encouraging viewers to obey speed limits.
"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," said the ASA.
Although the video is now banned from Jaguar UK websites, it is still viewable on YouTube through Jaguar USA.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
ICEAGE - 16/07/2014 15:15
These weak little people have probably created more publicity for F-Type with such a pathetic 'committee' decision. Really WHO ARE THEY?