Audi UK advert banned for linking speed with excitement.

A television advert for the Audi R8 has been banned after the Advertising Standards Authority (ASA) ruled it linked speed with excitement.

The Audi R8 advert, first shown on TV back in April and broadcast numerous times, is one of several videos made to promote the German supercar.

The ASA investigated following a complaint that the film had irresponsibly linked speed and excitement.

In the advert, a close-up of a driver’s eyeball is shown contracting and dilating while the R8 is heard accelerating through its gears. The car is then shown going around a corner in a tunnel in slow motion, before the ad returns to another shot of the eye.

Under the UK Code of Broadcast Advertising (BCAP Code) rules motoring adverts are prevented from referencing a vehicle’s speed in the context of excitement, aggression or competitiveness.

The ASA upheld the complaint, ruling that the contraction and dilation of the pupil “gave an implication of speed and acceleration”, and that it was unclear how fast the car was travelling.

According to the ruling, Audi’s ad cannot run again in the same form. The ASA also told Volkswagen, which owns the Audi brand, to avoid adverts that show power, acceleration or handling except when explicitly promoting safety with no reference to excitement.

The ad breached BCAP Code rules Social responsibility and Rules for motoring advertisements.

Audi is not alone in facing scrutiny from the ASA.

German automaker BMW is making slight changes to its High Beam Assist advertisements following a legal ruling. Read our news page: BMW advert dazzled and frazzled.

Do you think it was right to ban this Audi R8 advert? You can judge for yourself by watching a video of the banned ad below.

You can use the comments box below if you would like to share your thoughts on the content of this blog post, we would like to hear from you.

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Author: Christopher Hall

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