Please remove duplicate log ins As part of an upgrade to PistonHeads, we need you to go to the Classifieds Preferences page and choose your unique login by 31st of October

Hide Do it now
Thursday 31st January 2013


TIME FOR COFFEE? BRZ MILKS IT

Ready for your morning coffee? You may need to pop out for some milk first...


As we now know, advertisers aren't allowed to make driving look fun or exciting. Even virtually, Toyota's attempt to get around the rules by showing computer generated footage of the GT86 going sideways falling foul of the rules.

Which makes advertising the GT86 and Subaru BRZrather tricky. After all, their USP is meant to be bringing the fun back into driving. And if you can't show that what does that leave those Mad Men lounging around on their bean bags in Soho to talk about?

There's a wider point here too. We've talked a lot about the future for rallying recently and how the sport survives. That our advertising rules specifically prevent manufacturers implying that their road cars carry the same genes as their racing equivalents or motorsport technology or experience has been used to develop road cars removes a huge incentive for investing in motorsport of any kind. Would Subaru have shifted as many Imprezas in the 90s without the McRae or Burns connections? Of course not. But if you're not allowed to sell on Monday what incentive to race on Sunday?

Oh to be their Spanish colleagues! No such squeamishness there. And if a car's major selling point is its ability to go sideways. You show it going sideways. Bookended with lots of lingering shots of a blonde in her nightwear. Job done, let's go out for some tapas.

The ad could probably have done with a slightly tighter edit and you'll kind of get the point pretty quickly. And it's not shy with the cheese either - Audi's not alone in that one. But it's good to know that outside of our nanny state you're still allowed to imply that you can have fun at the wheel. Even if you're just popping out for some milk.

See here.

 

 

Author: Dan Trent
Want more PH news like this daily - then signup for the PH newsletter here!