In a recent decision, the Advertising Standards Authority (ASA) has banned a television advertisement for the chocolate bar Twix, deeming it to promote unsafe driving. The ruling came after five separate complaints highlighted concerns over the advertisement’s portrayal of dangerous driving behavior.
Contents of the Advertisement
The controversial advertisement features a man with long hair involved in a dramatic car chase that culminates in a collision, resulting in two identical, caramel-colored cars appearing stacked on one another, evoking the imagery of a Twix bar. Critics argued that the ad could encourage viewers to emulate reckless driving behaviors.
Mars-Wrigley, the parent company of Twix, defended the ad, stating that it utilized a “cinematic presentation” and was set in a “world that was absurd, fantastical, and removed from reality.” This perspective was supported by Clearcast, the organization responsible for pre-broadcast advertisement approvals.
Advertising Standards Authority Ruling
However, the ASA ruled that the advertisement “must not appear again” in its current form, citing that it “condoned unsafe driving.” The authority acknowledged the fantastical elements of the stunt but expressed concern over the first half of the ad, which depicted driving that seemed likely to violate the Highway Code. ASA officials noted an “emphasis on speed” due to the fast-paced music accompanying the car chase and highlighted the visible skid marks left on the road.
Mars countered by asserting that the vehicles were filmed operating within legal speed limits and argued that any audience emulation would reflect the safe driving portrayed in the ad. Moreover, the company emphasized Twix’s established comedic and absurd tone, which it believed was present in the advertisement.
Clearcast’s Position
Clearcast responded to the ASA’s ruling by stating that the style of the advertisement made it evident that it was not intended to be replicated. The organization maintained that the ad did not imply that “safe driving was boring.”
In its final assessment, the ASA instructed Mars to ensure that future advertisements do not condone or encourage irresponsible driving behaviors that could breach Highway Code regulations.
The advertisement’s final scene features a Twix bar falling into the sunroofs of the two cars, which then drive off together, still linked, accompanied by the tagline “two is more than one.” Despite this whimsical ending, the ASA firmly addressed the potential risks associated with its content, signaling a clear stance on road safety.
This ruling underscores the delicate balance advertisers must maintain between creativity and responsibility, particularly in representations of driving and public safety. As both the ASA and consumer advocacy groups continue to monitor media portrayals of driving, advertisers may need to reassess their approach to ensure compliance and public safety.
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