RE: Mazda slapped for MX-5 ad
Wednesday 21st June 2006
Mazda MX-5: zoom zoomThe Advertising Standards Authority (ASA) has upheld a complaint about an ad from Mazda which showed that the MX-5 might be enjoyable to drive. The ruling was published the same day that the ASA rapped a police force for potentially denigrating anti-speed camera sites.
Mazda slapped for MX-5 ad
You can't show drivers having fun...
Mazda MX-5: zoom zoom
The national press ad showed a car rounding a sharp bend on a road against a blurred background and the words "Hold on tight. The world's best-selling roadster is back with even better handling and added exhilaration".
Mazda argued that the Mazda MX-5 was a roadster that was designed to be enjoyable to drive. The ad was intended to convey the exhilaration that one might experience from a fair ride, which they considered similar to the sensation one would experience when driving the Mazda MX-5.
The ASA ruled that it made speed the predominant message of the ad and concluded that it was irresponsible and encouraged fast, aggressive driving.
Don't these people ever feel like having fun? You win some, you lose some...
Discussion
original poster said:
"Hold on tight. The world's best-selling roadster is back with even
better handling and added exhilaration".
I'd have thought that if the handling is improved, then
it's got a better chance of staying on the road.
It seems that the ASA won't let reality get in the way
of them doing their job.
Anyone up for making a counter complaint ?
you know, savvy marketing could leverage this!
imaagine the copy:
THIS car is too fast to drive on the road
THIS car is a menace to other road users
THIS car makes you the focus point of other peoples jealously
and so on
then cut to a picture of a Hummer!
"We on the other hand, produce a fine car, with your safety in mind"
imaagine the copy:
THIS car is too fast to drive on the road
THIS car is a menace to other road users
THIS car makes you the focus point of other peoples jealously
and so on
then cut to a picture of a Hummer!
"We on the other hand, produce a fine car, with your safety in mind"
LuS1fer said:
Utter utter nonsense.
So having an MX5 exploding into a wall in a giant fireball from a high velocity and heading it "Mazda MX5 - it's really safe" would be OK.
So having an MX5 exploding into a wall in a giant fireball from a high velocity and heading it "Mazda MX5 - it's really safe" would be OK.
Yes perfectly acceptable. Why not run over some children in the advert too? As long as you make a point of it being safe and don't pretend it's fun to kill children, it's ok.
My first response when reading this was to check the date – no, it’s not April 1.
My second response was to attempt to craft a lucid, articulate response that truly does justice to my displeasure at this preposterous incident. However, the word ‘tossers’ will suffice.
Oh, by the way, since
They should be done for fibbing. The older ones are nicer to drive!
My second response was to attempt to craft a lucid, articulate response that truly does justice to my displeasure at this preposterous incident. However, the word ‘tossers’ will suffice.
Oh, by the way, since
Mazda said:
The world's best-selling roadster is back with even better handling
They should be done for fibbing. The older ones are nicer to drive!
Non-broadcast Adjudication
Printer Friendly View Mazda Motors (UK) Ltd
Floor 1
Riverbridge House
Dartford
Kent
DA2 6QH
Date: 21st June 2006
Media: National press
Sector: Motoring
Public Complaint From: West Sussex
Complaint:
A national press ad, for the Mazda MX-5, was headlined "PLEASE REMOVE ALL LOOSE CHANGE" and showed a car rounding a sharp bend on a road against a blurred background. Text below the image stated "Hold on tight. The world's best-selling roadster is back with even better handling and added exhilaration. Rides start at £15,600 ... THE ALL-NEW MAZDA MX-5. NOW THAT'S ZOOM-ZOOM". The complainant thought the ad was irresponsible and encouraged fast, aggressive driving.
Codes Section: 2.2, 10.1, 48.1, 48.2, 48.3 (Ed 11)
Adjudication:
Complaint upheld
Mazda said the Mazda MX-5 was a roadster that was designed to be enjoyable to drive. They said the claim "PLEASE REMOVE ALL LOOSE CHANGE" was intended to convey the exhilaration that one might experience from a fair ride, which they considered similar to the sensation one would experience when driving the Mazda MX-5.
The ASA considered that the claims "PLEASE REMOVE ALL LOOSE CHANGE", "Hold on tight", "added exhilaration" and "NOW THAT'S ZOOM-ZOOM", together with the image of a moving car against a blurred background, made speed the predominant message of the ad. We concluded that the ad was irresponsible and encouraged fast, aggressive driving and asked Mazda to amend it. We asked them to seek help from the CAP Copy Advice team when devising similar campaigns.
The ad breached CAP Code clauses 2.2 (Social responsibility), 10.1 (Safety), 48.1, 48.2 and 48.3 (Motoring).
Whose West Sussex? The police? I think we shouls all complain to the ASA. In fact I am going to do it right now.
Printer Friendly View Mazda Motors (UK) Ltd
Floor 1
Riverbridge House
Dartford
Kent
DA2 6QH
Date: 21st June 2006
Media: National press
Sector: Motoring
Public Complaint From: West Sussex
Complaint:
A national press ad, for the Mazda MX-5, was headlined "PLEASE REMOVE ALL LOOSE CHANGE" and showed a car rounding a sharp bend on a road against a blurred background. Text below the image stated "Hold on tight. The world's best-selling roadster is back with even better handling and added exhilaration. Rides start at £15,600 ... THE ALL-NEW MAZDA MX-5. NOW THAT'S ZOOM-ZOOM". The complainant thought the ad was irresponsible and encouraged fast, aggressive driving.
Codes Section: 2.2, 10.1, 48.1, 48.2, 48.3 (Ed 11)
Adjudication:
Complaint upheld
Mazda said the Mazda MX-5 was a roadster that was designed to be enjoyable to drive. They said the claim "PLEASE REMOVE ALL LOOSE CHANGE" was intended to convey the exhilaration that one might experience from a fair ride, which they considered similar to the sensation one would experience when driving the Mazda MX-5.
The ASA considered that the claims "PLEASE REMOVE ALL LOOSE CHANGE", "Hold on tight", "added exhilaration" and "NOW THAT'S ZOOM-ZOOM", together with the image of a moving car against a blurred background, made speed the predominant message of the ad. We concluded that the ad was irresponsible and encouraged fast, aggressive driving and asked Mazda to amend it. We asked them to seek help from the CAP Copy Advice team when devising similar campaigns.
The ad breached CAP Code clauses 2.2 (Social responsibility), 10.1 (Safety), 48.1, 48.2 and 48.3 (Motoring).
Whose West Sussex? The police? I think we shouls all complain to the ASA. In fact I am going to do it right now.
I don't know about you but I've seen loads of Renault Scenics chasing cats and wagging the rear wiper furiously which I can only put down to the irresponsibility of the Renault ad.
What I want to know is that if a message of speed encourages you top buy the car and speed and to hell with your licence, why doesn't a safety advert like "7 curtain airbags" or 5* NCAP encourage you to go and crash your car?
Indeed, following this logic to it's conclsuion, would buying a Nissan 4x4 run the risk of me hooning off into a desert and practicing my controlled explosions, would buying a Honda cause me to join the local choir or throw my boat off a waterfall, would shopping at Asda cause me to tap women on the backside and would buying a Vitara cause me to become a complete singing Knob? Ok, scratch that last one.
What I want to know is that if a message of speed encourages you top buy the car and speed and to hell with your licence, why doesn't a safety advert like "7 curtain airbags" or 5* NCAP encourage you to go and crash your car?
Indeed, following this logic to it's conclsuion, would buying a Nissan 4x4 run the risk of me hooning off into a desert and practicing my controlled explosions, would buying a Honda cause me to join the local choir or throw my boat off a waterfall, would shopping at Asda cause me to tap women on the backside and would buying a Vitara cause me to become a complete singing Knob? Ok, scratch that last one.
Beefmeister said:
Anger....building........rage...overcoming....senses....blood pressure rising to dangerous levels....eye twitching.........popping sensation in head....strange calm feeling.....warmness in cranium.....vision blurring.......unable to finish senten
Spot on and very funny!
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