BMW ad doesn't faze ASA

But neither does tasteless one for London scamera body

By PH Staff / Wednesday, 27 April 2005 / Loading comments

BMW 535d features low-lag turbos

There's still some sense left at the Advertising Standards Authority, as it fails to uphold a daft complaint, but allows through a tasteless campaign by a scamera partnership.

BMW adjudication

There were objections to a magazine ad for the BMW 535d which showed a photo of a set of traffic lights with the amber light missing, and the text "The new BMW 535d with instant turbo", and "You'll never endure turbo lag again with BMW's unique Variable Twin Turbo. Its first, smaller turbo works at lower speeds so it responds as soon as you accelerate. Then, as the revs increase, the second, larger turbo takes over. All you experience is seamless turbo from the most powerful diesel engine in its class. So, what are you waiting for?"

The complainants objected that the advertisement was irresponsible, because it encouraged both breaking the Highway Code by ignoring the amber light, and fast acceleration.

Since when did fast acceleration become illegal?

The advertisers said they intended the advertisement as an analogy to show lack of turbo lag, that the body copy did not refer to the rate of acceleration, and the phrase "the most powerful diesel engine in its class" deliberately did not appear next to the word "accelerate", so as not to imply a link. The three publications in which the ad featured -- the FT, Times and New Scientist -- reported no complaints.

The ASA agreed that readers were likely to infer that the message was the instant response of the twin turbo technology, not speed or acceleration.

London Safety Camera Partnership adjudication

The second involved an objection to a direct mailing for a road safety campaign on behalf of the London Safety Camera Partnership. It took the form of a Valentine''s card, traditional on the outside but which read inside: "I'm sorry. I didn't mean to kill you. I was driving too fast. I really miss you x". Opposite was a photograph of a crumpled, overturned car next to a tree. The complainants objected that the mailing was distressing, upsetting and offensive, but was not upheld.

The advertisers said they regretted any fear or distress caused by the mailing but believed it was justified to prevent the death and serious injury of 17-to 24-year-olds, who have a disproportionate number of accidents compared to their numbers. They said they had a responsibility to reduce casualties on London's roads by ensuring drivers kept to the speed limit and stopped at red lights. They said they would though not use the direct mailing again as part of the campaign.

Among other issues, the ASA noted the image did not feature people who had been injured or killed in the accident and concluded that, in a mailing which was intended to deter young people from speeding, the approach was unlikely to cause serious or widespread offence or undue distress.

ASA adjudications