Jaguar ad banned for ‘glorifying’ dangerous driving

A series of Jaguar marketing videos have been banned by the advertising watchdog, which deemed the ads “irresponsible” because they appeared to glorify dangerous driving.

Video: Banned Jaguar marketing ad


brightcove.createExperiences();

The videos appeared on Jaguar’s website and featured cars being revved up, soundtracked by high tempo background music, before one vehicle was driven at speed across a mountain road, followed by blurred coloured lines and driving across the single white lines in the middle of the lane.

The spots all ended with on screen text stating “Jaguar, how alive are you” to the sound of an engine revving.

The Advertising Standards Authority (ASA) upheld a complaint against the videos, which challenged that the ads were irresponsible because they “glorified speed and encouraged dangerous driving”.

The ad watchdog said that because speed was the main message of the ads and that the cars were being handled in a “dangerous manner”, they might encourage motorists to drive irresponsibly.

In response, Jaguar Land Rover said it had mistakenly omitted on-screen text, which would have stated: “filmed on closed roads with a professional driver. Do not attempt. Always obey local speed limits”, alongside another caption that would have made it clear the roads in the spot were closed at the time of filming.

However, the car marque also added that despite the fact the caption had been omitted, it did not believe the ads demonstrated unsafe or irresponsible driving and there was no indication speed limits were broken. Jaguar said it had intended the main messages of the ads to be the technology, construction and features of the cars – not speed.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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