The 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.
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...