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Marketing: Ford is shaken, not stirred, by ASA

Ford has had its knuckles rapped by the Advertising Standards Authority over its TV advertising linked with James Bond film Casino Royale.

The ASA has ordered it not to repeat an advert deemed misleading. It contained footage from the film, which has a cameo appearance of the forthcoming new Mondeo. However, it ended with the unveiling of an offer for a Focus Zetec Climate.

The ASA upheld viewers’ complaints that it misleadingly implied that the Focus Zetec Climate was used in the movie.

“It was not clear that the car that appeared in shots interspersed with footage from the film was different from the car identified at the end of the ad,” says the ASA. “Viewers were likely to believe that only one car was being advertised.”

The ASA fears this misleading message could have made it more attractive to some viewers.

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