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

Subscribe today to have every issue of evo delivered straight to you. You'll SAVE 39% on the shop price, and get evo for its original cover price for a whole year!

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.

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.

Recommended

Visit/bmw/21155/2020-bmw-ix3-suv-priced-from-ps61900
BMW

2020 BMW iX3 SUV priced from £61,900

17 Sep 2020
Visit/bmw/201827/bmw-m-performance-parts-pricing-availability-and-range
BMW

BMW M Performance parts: pricing, availability and range

21 May 2020
Visit/bmw/202626/this-bmw-m8-competition-is-faster-than-a-mclaren-p1
BMW

This BMW M8 Competition is faster than a McLaren P1

15 May 2020
Visit/bmw/202515/new-bmw-330e-2020-review
BMW

New BMW 330e 2020 review

24 Apr 2020

Most Popular

Visit/bmw/1-series/203095/bmw-128ti-revealed-as-direct-hot-hatch-rival-to-vw-golf-gti
BMW 1 Series

BMW 128ti revealed as direct hot hatch rival to VW Golf GTI

BMW has revealed a simplified front-wheel drive hot 1-series called 128ti that will sit below the M135i performance flagship
16 Sep 2020
Visit/nissan/370z/201879/nissan-z-proto-revealed-v6-twin-turbo-six-speed-manual-and-a-catch
Nissan 370Z

Nissan Z Proto revealed – V6 twin-turbo, six-speed manual, and a catch

It’s the Nissan sports car we’ve been waiting 11 years for, but don’t hold your breath for it in the UK
16 Sep 2020
Visit/advice/19675/used-car-deals-of-the-week
Features

Used car deals of the week

We’ve perused the used car pages so you don’t have to. Here’s what caught evo’s fancy this week
16 Sep 2020
Visit/audi/s3/203084/audi-s3-2020-review-the-original-posh-hot-hatch-reformed
Audi S3

Audi S3 2020 review – the original posh hot hatch reformed

Probably the best S3 yet, but still not a class-leading entertainer
15 Sep 2020