A TVC ad from luxury vehicles company BMW has been discontinued for showing unsafe driving.
The Pay TV advertisement showcases various BMW vehicles being driven in various locations, one scene sees a car skidding at the end of a cement pier, another a car becomes airborne and in another four cars drive side-by-side along a road.
The complaint submitted to Ad Standards raised concerns of unsafe driving behaviours.
"The advertisement is clearly in breach of Sections 2(a) and 2(c) of the FCAI code Wheelspins, burnouts and wheelies are considered serious driving offences in all Australian jurisdictions," the complaint stated.
"Driving a vehicle so it becomes airborne is also considered a very serious driving offence in all Australian jurisdictions.
"For the record, about twenty years ago we complained about a Volvo advertisement. It was entitled: 'We have liftoff' and it showed a Volvo becoming airborne just like in the BMW ad. You found that the ad did breach the Code."
In response, BMW refuted the complaint and any breach to the code.
"BMW Australia denies that the vision depicts a 'burn out' but rather a controlled skid. This is not illegal or unsafe behaviour," the brand stated.
"The scene where a BMW vehicle is seen airborne... is from an action film directed by Guy Ritchie and makes use of fantasy (the driver is a well known and recognisable actor, Clive Owen).
"The driving depicted in the advertisement conforms to relevant road safety regulations. All vehicles portrayed in the advertisement were driven within legal speed limits at all times."
However, the Ad Standards Panel considered if a non-professional driver attempted to drive in the same manner it could lead to an accident resulting in significant injury to the vehicle’s occupants.
So the panel considered that the controlled skid scene unsafe driving.
The panel also found the scene where the vehicle became airborne unsafe as the use of fantasy in this instance was not enough to mitigate unsafe driving behaviour.
As a result, the ad breached FCAI Motor Vehicle Advertising Code\2(a) Unsafe driving.
And BMW Australia discontinued the ad December 9.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.