ASA bans VW Golf fight ad until after 9pm watershed

The Advertising Standards Authority has placed a 9pm restriction on a shocking television campaign for Volkswagens Golf range after receiving 1,066 complaints, the fifth-highest number ever.

The Advertising Standards Authority has placed a 9pm restriction on a “shocking” television campaign for Volkswagen’s Golf range after receiving 1,066 complaints, the fifth-highest number ever.

The watchdog says the Matrix-style ad, which was created by DDB London and shows a car designer encountering and fighting a series of clones of himself, is likely to cause “serious offence or distress” if shown earlier in the evening and must not air when children might be watching.

The watchdog adds that the opening punch is “shocking” and the violence “realistic in appearance”.

Volkswagen says the ads are not intended to condone violence or cause offence and that the “creative techniques” used distance the action from reality.

It says that the 100-second and two edited 40-second versions were given a post-7.30pm restriction by Clearcast, adding the longer spot had not been shown before 11pm.

Complaints that the cinema version of the ad was unsuitable to be shown before 12A and 15 rated movies and that they are likely to be copied by children were dismissed by the watchdog.

The Golf ad is the fifth-most complained about campaign ever behind The Christian Party’s “There definitely is a God” bus campaign with 1,170 complaints, a British Safety Council campaign about condoms that received 1,192 complaints and a campaign for shopping channel Auctionworld with 1,360 challenges. The most complained-about ad ever is the 2005 campaign for KFC Zinger Crunch Salad, which received 1,671 complaints from people saying scenes of call centre workers talking with their mouths full would encourage bad habits.


Freesat launches first TV campaign

Marketing Week

Free-to-air satellite TV service Freesat launches its first TV advertising campaign this week. The executions will first be shown on ITV1 during coverage of the England football team’s World Cup qualifying match against Ukraine tomorrow (April 1). The campaign will run throughout the Easter period and focuses on Freesat’s “brilliant entertainment for everyone” offering. The […]

LV= extends County Championship sponsorship

Marketing Week

LV= has renewed its sponsorship agreement with the England and Wales Cricket Board (ECB) and will continue its title sponsorship of the County Championship until 2012. The insurance and investment group has sponsored the domestic cricket competition since 2002, originally under its Frizzell brand, then Liverpool Victoria before switching to LV= in 2007. The value […] appoints UK marketing director

Marketing Week has recruited former Tussauds Group marketer Mark Fells to be its new UK marketing director. Previous marketing director Julie Davidson left to join Boots in January. Fells joins from Budget Group/BGL where he was marketing director. He has also held marketing positions with Thomas Cook and Tussauds Group, including head of sales and marketing […]


    Leave a comment