The U.K.’s Advertising Standards Authority (ASA) has ordered a radio ad be pulled from the airwaves after an investigation prompted by a listener complaint ruled the spot’s use of the sound of a BMW engine revving was inappropriate for public consumption. “We could use big words like ‘striking,’ ‘muscular,’ or ‘captivating’ to inform you what it’s like,” the voiceover reads. “Or we could use an alluring combination of colorful words to explain exactly what it seems like. But all you actually want to listen to is that this .” Then the ad played the sound of an engine revving.
According to reports by U.K. publication Express, albeit the BMW firm liable for the advertisement explained the vehicle recorded was parked at the time and not speeding or accelerating in the least, the ASA banned the ad for condoning or promoting “dangerous, competitive, inconsiderate or irresponsible driving.” The ASA admitted that speed wasn’t the factor here, rather pointing the finger at the alleged glorification of the car’s “power,” and not within the name of safety. “However, because the ad demonstrated the facility of the car, not within the clear context of safety, and during a way that suggested excitement, we concluded it had been in breach of the code,” the ASA said.
“We told BMW UK to make sure that future ads didn’t demonstrate power, except within the clear context of safety — or during a way that suggested excitement.” What the ASA doesn’t say is what a billboard for a product sort of a BMW M vehicle should look or sound like. Now it’s on BMW’s advertising creatives to return up with how to “demonstrate power” within the context of safety, and not in an exciting way. Here’s a fast and dirty option we put together. This one’s on us, Bimmer: “We could use big words like ‘striking,’ ‘muscular,’ or ‘captivating’ to inform you what it’s like— and that we will because the ASA won’t allow us to do anything. BMW M: striking, muscular, and captivating. Buy one today.”