Twix advert banned in UK for encouraging unsafe using

A TV advert for chocolate bar Twix has been banned for encouraging unsafe using.

The ad displays a person with flowing hair interested by a automotive chase and crash that leads to his and an an identical, caramel-coloured automotive sandwiched on most sensible of one another, like a Twix.

Five court cases issued towards the ad mentioned it inspired unhealthy using and was once irresponsible.

Mars-Wrigley, who personal Twix, argued that the advert had a “cinematic presentation” and was once set in a “world that was absurd, fantastical and removed from reality”, which Clearcast, the non-governmental organisation that approves advertisements sooner than broadcast, echoed.

But the watchdog the Advertising Standards Authority (ASA) dominated the advert “must not appear again” in its present shape as it “condoned unsafe driving”.

While the ASA said that the stunt carried out highlighted the fantastical nature of the ad, it took factor with the primary part of the video that confirmed using “that appeared likely to breach the legal requirements of the Highway Code”.

It mentioned there was once an “emphasis on speed” together with with “fast paced beat and music” within the automotive chase, noting the “visible skid marks” left at the highway.

Mars defended the ad, pronouncing “the cars were shot driving at lawful speeds and any emulation would only reflect the legal and safe driving presented”.

The candy massive, who additionally personal M&Ms, Celebrations and Maltesers, added that Twix is understood for its absurd and playful humour, which was once mirrored within the ad.

The ultimate scene displays a Twix bar falling throughout the sunroofs of the 2 automobiles, sooner than they power off – nonetheless hooked up – and with the tagline “two is more than one”.

For its phase, Clearcast advised the ASA that the way of the video made it transparent it wasn’t supposed to be emulated nor did it counsel “safe driving was boring.”

In the ASA’s ruling, it mentioned it advised Mars “not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”