Find a car review

Make
Model

BMW xDrive TV advert pulled after single complaint

ASA bans TV advertisement showcasing BMW’s four-wheel-drive system on the grounds it condoned dangerous driving.

A TV commercial produced by BMW, promoting the marque’s xDrive four-wheel-drive system, has been banned from airing after the Advertising Standards Authority declared that it ‘condoned faster, dangerous and irresponsible driving’.

> BMW X5 review

Subscribe to evo magazine

If you're passionate about the world's greatest performance cars, experience the thrill of driving with evo magazine. Try your first 5 issues for £5.

A complaint filed by a member of the public forced the ASA to investigate the advertisement, titled ‘Get out there’. Pointing to the upbeat backing track (Blur’s Song 2), extreme driving environments and outdoor activities featured in the advert, the ASA concluded the ‘succession of short, fast-paced scenes gave the impression that the cars were being driven at a considerable speed’.

Based on the above findings, the ASA deemed the advert in breach of advertising code rules and thus ordered it to be removed from the air. BMW estimates the advert was viewed 9.3 million times, however only one complaint – the one resulting in the advert’s demise – was received by the ASA.

Advertisement
Advertisement - Article continues below

A compilation of scenes demonstrated BMW xDrive-equipped models tackling a variety of (off-road) terrains. The ASA marked out a specific moment, where a BMW X5 was shown skidding on a sodden muddy track, that provided cause to ban the ad. BMW argued the ASA’s description of ‘skidding’ was incorrect, saying ‘the term “skid” suggested that the driver had lost control of the car, which did not occur during the ad’.

BMW added: ‘The ad did not show the cars skidding, but a slight reduction in traction, which highlighted the technical capability of the xDrive system to react to a change in grip on each wheel.’

Following its ruling the ASA told BMW ‘not to demonstrate handling characteristics in the context of excitement’ in future adverts.

Advertisement

Recommended

Visit/bmw/201608/bmw-4-series-coupe-spied-munich-to-downsize-8-series-formula-next-year
BMW

BMW 4-series Coupe spied – Munich to downsize 8-series formula next year

13 Aug 2019
Visit/bmw/22869/2020-bmw-m4-cabriolet-spied-our-first-look-at-the-next-gen-m-car
BMW

2020 BMW M4 Cabriolet spied

10 Jul 2019
Visit/bmw/22812/bmw-vision-m-next-concept-revealed-a-look-forward-via-the-past
BMW

BMW Vision M Next Concept revealed

25 Jun 2019
Visit/bmw/22735/new-2019-bmw-m8-competition-revealed-the-8-series-we-ve-been-waiting-for
BMW

New 2019 BMW M8 Competition revealed

4 Jun 2019

Most Popular

Visit/features/17721/the-best-family-cars-that-are-fun-to-drive
Best cars

Best family cars that are still fun to drive

Saloon, hatchback or SUV, family cars come in all shapes and sizes, and needn’t be a snore to drive. These are some of the team’s favourites.
13 Sep 2019
Visit/electric-cars/201750/volkswagen-id3-r-considered-the-next-generation-golf-r
electric cars

Volkswagen ID.3 R considered – the next-generation Golf R

Bosses confirm a hot electric VW is under consideration, and we could see it within the next five years
12 Sep 2019
Visit/abarth/201755/2020-abarth-595-pista-arrives-with-162bhp
Abarth 595

2020 Abarth 595 Pista arrives with 162bhp

The supermini has been given a new Garrett turbocharger, paint options and tweaks inside
13 Sep 2019
Visit/features/22907/hyundai-i30-fastback-n-versus-the-col-de-turini
Hyundai i30 N hatchback

Hyundai i30 Fastback N versus the Col de Turini

We take the Hyundai i30 Fastback N up the Col de Turini, a 31km stage of the Monte Carlo World Rally Championship
19 Jul 2019