The Advertising Standards Agency (ASA) took issue with the message behind a magazine advert which allegedly ‘made speed the main message’

An advert for the BMW M760Li xDrive has been banned by the ASA (Advertising Standards Agency) and CAP (Committees of Advertising Practice).

The ad was featured in the Telegraph Magazine earlier this year. The ASA took issue with the strapline “Luxury just lost its manners” and alleged that BMW had made speed the focus of the ad by listing the car’s 3.7sec to 62mph acceleration figure, and details of its twin-turbocharged 6.6-litre V12 direct injection petrol engine.

The ASA blocked BMW from using the advert again, and instructed the brand to “ensure they did not make speed or acceleration the main message of their future marketing communications”.

The Telegraph defended the advert, pointing out that the car’s stated acceleration does not exceed the national speed limit, but BMW also defended the phrase “for some, the climb to the top is quicker”, saying that the advert’s target audience would not read the phrase as meaning the car’s top speed, but reflected success in their careers.

The complainant also questioned BMW’s use of language in the advert’s strapline, and said that the phrasing condones driving irresponsibly; BMW dismissed this as ‘advertising puffery’ according to the ASA. The advert was banned regardless.

With a 0-62mph time of 3.7sec - the same as the original Ferrari FF – the M760Li xDrive is the fastest-accelerating BMW to date, trouncing even the i8’s 0-62mph time by 0.7sec.

A BMW spokesman explained that the ad was only a one-off appearance, with no plans for it to be reused, adding: "we always seek to ensure our advertising is compliant with the relevant rules and standards.”

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Comments
17

26 April 2017
I am sure the advertising agency will be getting a bonus for the extra publicity this has generated!

26 April 2017
No way now I'm buying this 6.6 litre V12 600+BHP M car as I didn't realise it had so much power. I shall now order my Hyundai i10. Close call that.

 

 

 

26 April 2017
There was an E39 M5 advert which was also banned due to its promotion of speed and the possibility that viewers might think the E39 M5 could outpace a jet car. If you've never seen it before spare a couple of minutes to search “The BMW M5. Fastest saloon car on the planet” advert and enjoy. It's sublime, possibly my all time favourite car advert.

26 April 2017
"BMW also defended the phrase “for some, the climb to the top is quicker”, saying that the advert’s target audience would not read the phrase as meaning the car’s top speed, but reflected success in their careers."

What would the strapline for their strong selling 116i models be then?

"The race is long, but in the end, it's only with yourself...."?

26 April 2017
"The bottom rung is still on the ladder"

26 April 2017
Proof that the powers that be are 1. Hypocrites and 2. Utterly humourless and hellbent killjoys.

26 April 2017
Just rely on Autocar and other publications to get the message across! But seriously hasn't the ASA got anything better to do?
Advertising a fast car as being err, fast is hardly the crime of the century. Maybe they should have verified that the claim was actually true, we know how some manufacturers like to bend the truth...

26 April 2017
Hey, if your job was to find and report unacceptable adverts what would you do? Not only that but I'll bet at least three members of the public complained as well. There was something about the Broadcasting Standards folk a few months ago where they severely admonished the BBC for some outrage. They'd had ONE complaint. You couldn't make it up.

26 April 2017
Why the surprise ?

“Luxury just lost its manners”

BMW drivers are notoriously ill mannered - impressed BMW were being so honest really.

26 April 2017
odie_the_dog wrote:

Why the surprise ?

“Luxury just lost its manners”

BMW drivers are notoriously ill mannered - impressed BMW were being so honest really.

Nothing like making gross generalisations, eh?

How long before using the term 'sports car' gets banned too?

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