Bond-based Ford TV ad falls foul of ASA

Ford is to withdraw the latest TV ad for its Focus Zetec Climate model
after the Advertising Standards Authority (ASA) ruled it was misleading
consumers by linking the car with the lastest Bond film Casino Royale.

The ASA received two complaints fro…

Ford is to withdraw the latest TV ad for its Focus Zetec Climate model after the Advertising Standards Authority (ASA) ruled it was misleading consumers by linking the car with the lastest Bond film Casino Royale.

The ASA received two complaints from viewers.

The TV ad, created by Ogilvy& Mather (now Ogilvy Advertising), featured footage from the film combined with shots of the car. It also used the James Bond "gun barrel" with a silhouette of the car and the text "Focus Zetec Climate licensed and loaded from just £12,995".

Complainants argued that the ad showed footage of the latest version of the Ford Mondeo, which has not been launched in the UK but featured in the film. Yet it ended with a shot of the Focus Zetec Climate model suggesting that it had appeared in the film.

The carmaker had negotiated an exclusive brand association deal with Sony/Eon to promote the film launch in return for using Bond imagery in advertising campaigns for the Ford brand and argued the ad just promoted its link with the film.

However, the ASA rejected Ford’s claims ruling that the ad was likely to give the misleading impression that the Focus Zetec Climate was used in the film, which could make it appear more attractive to some viewers.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here