What was it this time?
MG gets knuckles rapped yet again for one of its adverts
The Advertising Standards Authority received a complaint recently about an advert in the Sunday Times for the new V8 powered MG saloons.
The ad for the ZT 260 V8 included, in large text:
"Remember opposite lock? The endorphins? Well, the thrill is back with a sophisticated twist. The new MG ZT 260 V8 is the ultimate Sports Saloon experience - and now it's edgier than ever before. An awesome 4.6 litre V8 engine delivers 260Ps at 5,000rpm and 410Nm of torque. That translates to an electronically limited top speed of 155mph and phenomenal 0-60 acceleration in just 6.2 seconds. Add one of the most advanced suspension systems in its class, outstanding body stiffness to give incredible handling and cornering ability and the rear wheel drive engineering of a genuine sports set-up, and you'll understand that this car is definitely not for the faint-hearted. The new MG ZT 260 V8: it separates the men. Think you can handle it?"
In New Labour's Britain such talk is not allowed and the Advertising Standards Authority upheld the complaint from someone in Suffolk. The complainant suggested that the advert irresponsible because it encouraged speeding and reckless driving.
In their defence MG stated that the ZT 260 was a competent sports saloon and that they believed the advertisement communicated the overall driving experience not just the car's performance elements. MG maintained that the chassis and handling dynamics provided the driver with a more assured, controlled and safer driving experience.
They defended the phrase "Experienced players only" and the reference to the car having rear wheel drive (which they believe requires a higher standard of driving) saying that it showed that they had targeted the advertisement responsibly as well as adding a cautionary note.
The ASA disagreed though. Curiously they said that their understanding of the phrase "opposite lock" was that it is used to describe the deliberate use of oversteer, which involved turning a vehicle rapidly without losing momentum.
It considered that the phrase "Remember opposite lock? Endorphins?" implied it was exciting to speed around corners. The Authority considered that the lines "Experienced players only", "not for the faint hearted" and "it separates the men. Think you can handle it?" implied the car was for those who enjoyed speeding.
The Authority concluded that the advertisement could encourage speeding and reckless driving. It told the advertisers to amend the advertisement and advised them to seek help from the CAP Copy Advice team.
Links
Stupid country this. You can legally squat in someone else's home so long as you don't break in but you can't beat up burglars. A teenager can have 4 kids by 4 different fathers and get 'sponsorship' from Blair's government for doing so. But....
Britains biggest independent car manufacturer gets over zealosuly regulated on the strength of one complaint! For God's sake! This place is insane.
Perhaps we should form an "petrolheads internet complaining society" that organises mass complaints to the ASA about a range of issues.
For example - anything the government says on TV must be, by definition, a lie, inaccurate or deliberately misleading so there's plenty of lentilist-wind-up potential there...
Witchfinder said:
MG-Rover should just stick to adverts like these. I mean, what could you possibly complain about here?
Nope, they won't allow that: I think you'll find the wheels are blurred implying excessive forward motion which would be deemed irresponsible by the ASA.
>> Edited by jeremyc on Tuesday 27th July 10:59
Mr E said:
mmm. But the new Merc SLK ad shows someone chucking it around at speed in a desert.
do merc have better lawyers?
The mazda adverts were in deserts too.
I wonder if they are suggesting that speeding and reckless driving is OK if you are in a desert (of which we have none in the UK)
(Well, apart from Sticky Toffee Pudding)
One complaint, and a national advertising campaign is pulled, why? To protect this individual. He should clear be shot to put him out of his misery.
The country is insane. M
As had been mentiont below/above, other companies seem to get away with throwing cars sideways, associating themselves with motorsport and, worst of all, driving simply for the pleasure of it...
...but I seems only the Brummies get slapped for it.
Why can't the NIMBYs do us all a HUGE favour and just keep their sad, irrelavent, outdated and pathetically unable to "get-it without fear of being over influenced it" rantings in their back yards!!!!
IYSWIM.
>> Edited by danger mouse on Tuesday 27th July 12:45
This is my PC reply. Couldn't print what my real thoughts are.
g s get paid for this?? jeremyc said:
Witchfinder said:
MG-Rover should just stick to adverts like these. I mean, what could you possibly complain about here?
Nope, they won't allow that: I think you'll find the wheels are blurred implying excessive forward motion which would be deemed irresponsible by the ASA.
You can also see a corner in the background, suggesting that you should use the car for potentially dangerous cornering manoeuvres!
danger mouse said:
DustyC said:
Toshers
...those fellows who make a meagre living by trading in what valuables they might find in city gutters and sewers.
Been listening to Radio London?
>> Edited by RichardR on Tuesday 27th July 13:18
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