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Toyota GT86 advert banned in UK

The Advertising Standards Authority has banned Toyota’s UK TV advert for its new GT86 following two complaints that it condoned dangerous driving.

The campaign called “The Real Deal” is set in an animated virtual world in which a male character described not being real and how he had no feeling, until he drove the GT86.

The car is shown being driven at speed, being followed by a police helicopter and being chased through narrow virtual streets.

The car is then shown escaping the city and following signs to "the end of the world". The car burst through a glass barrier into the real world.

Toyota said the aim of the ad was to highlight the GT86's point of difference to other cars: that it was a car built for control, handling and driving enjoyment and was not built for speed.

It said the the ad was clearly set in an animated, artificial and fantasy environment.

The ASA said: “While we appreciated that in the world where the ad was set, cars could drive themselves, objects could miraculously appear or disappear and certain everyday objects were contraband, we considered that the roads, public spaces and the car featured in the ad were recognisable as such and were not significantly different from those in the real world.

“We therefore considered that the driving featured, and in particular the speeds shown, could be emulated on real roads.

“We also considered that the highly stylised nature of the ad glamorised the reckless manner in which the car was driven. Because we considered the ad portrayed speed, and the way the car could be handled in a manner that might encourage motorists to drive irresponsibly, we concluded that the ad was irresponsible and condoned dangerous driving.”

The ad must not appear again in its current form. There is now a shorter version on Toyota UK's YouTube channel.

The publicity of having the advert banned could actually end up making the marketing campaign more popular with enthusiasts.



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Comments

  • Ashley Wheeler - 15/11/2012 16:14

    Ah the nanny state rides again. Great ad, what a shame!

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  • Steve - 15/11/2012 16:34

    What about Nissan qashqai? I want to drive off a multi storey car park now and into a skip!

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  • Andrew Christmas - 15/11/2012 18:10

    so you can get an advert banned with only two complaints. even though it would have been seen by millions of people. Is it me or does this all seem too stupid for words?

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  • Mark Oldfield - 15/11/2012 20:13

    The world has gone totally soft and stupid.

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  • 9000up - 16/11/2012 09:01

    The people or organisations that made the 2 complaints should join the real world as should the ASA, come on chaps there are enough restrictions in this world and enough organised authorities to stop anyone driving too fast or badly, do you really think an add can encourage motorists to drive irresponsibly, I don't think so.

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  • PeterSmyth - 16/11/2012 12:52

    great ad, lets hope the publicity cause by the ban enhances the campaign!

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  • TJ - 16/11/2012 13:03

    About 12-months ago I complained about Orange who were selling mobile tarifs with "Unlimited Internet" because they were not unlimited, something I thought was misleading and this was rejected. How then did this stick, when Toyota are only selling a dream not an actual lie? I think the James Bond movie should be banned just incase we all start shooting each other.

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  • Mark - 16/11/2012 13:40

    Good advert. Shame that yet again an over paid qwango sides with a minority of just 2, against the majority of people in this country.

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