While they're at it, perhaps they should ban all Virgin adverts because of course that is encouraging us all not to procreate and hence mankind could be doomed.

And what about the Bacardi Breezer adverts featuring the footballing / dancing cat. Obviously everybody is going to go and force their moggies to drink Breezers.

Guess the real world comes as a bit of a shock to the guys at ASA.

Edited cos my typing has gone to pot this morning

[Edited by SWRTWannabe - 11/1/2001 9:27:16 AM]

Glad it's not just me that thinks this is ridiculous.

Could you ask you guys to copy and paste the letter below (editing it to your taste :) and annoyance [img]images/smilies/mad.gif[/img] ) and send it to inquiries@asa.org.uk? Then we can let them know how sad they're being...

==============
Dear Sir/Madam,

I am writing regarding your recent adjudication against the MG-Rover group
adverts, included below:

Complaint:
Objection to a poster and national press campaign for MG cars. All
advertisements showed a tilted car, against a blurred background with the
headline "The Full Fat, High Caffeine, Maximum Strength MG ...". Below the
MG logo at the bottom, the text stated "LIFE'S TOO SHORT NOT TO". The
complainant, who believed the advertisements conveyed a car travelling fast,
objected that they placed undue emphasis on speed and encouraged
irresponsible driving.

Adjudication:
Complaint upheld

I have not previously written to you since your previous rulings against
motoring advertisements, of which I have become aware and including that
made previously against MG-Rover, would seem justified if you accept the
assertion that the way a car is advertised will make a difference to the way
in which people drive it. The advertisements covered by this complaint,
however, do not even show the cars being driven and, in my opinion, are
seeking to portray the cars as an alternative to the bland cars being
produced by many other manufacturers today.

I feel that this interpretation is lent weight by the text 'LIFE'S TOO SHORT
NOT TO'. I believe that the implied meaning that life is too short to drive
boringly styled cars. To assert that the meaning is that life is too short
to drive responsibly is, quite frankly, ridiculous. I doubt that anyone
would argue if you stated that life is too short IF you drive irresponsibly.

Finally, I gather from the text of the adjudication that only one person has
complained about these adverts, which I have been seeing, on billboards and
in magazines, for 3-4 months. If only 1 person out of the entire population
of Britain has complained about such a high profile campaign in that time, I
would suggest that the complainant is probably unreasonably paranoid on the
subject rather than that the advertisements themselves being at fault.

Regards,

xxxxxx
===========


Let'em have it :)

Richard


ps I like everyone else's (mis)interpretations of other ads :)

ps2 Johnny Alpha - is this because you're one better than Johnny Bravo? ;) Now there's a cool cartoon :D

[Edited by Bitten Hero - 11/1/2001 9:12:29 AM]

This is absolutely pathetic... (apologies for the long post)

:(

------------------------------
Release immediate
October 31, 2001



STATEMENT IN RESPONSE TO ASA RULING

The successful MG advertising campaign, promoted in newspapers, magazines
and on poster sites throughout the UK since July, has been suspended
following an ASA ruling. The distinctive 'Full Fat, High Caffeine and
Maximum Strength' ads promote the new MG ZR, MG ZS and MG ZT, but a
complaint from an individual has been upheld.

The complainant felt that the abstract background, bold headline and 'Life's
too short not to' strap line conveyed 'a car travelling fast, objected that
they placed an undue emphasis on speed and encouraged irresponsible
driving'.

John Sanders, Group Marketing Director, MG Rover, said: "We are very
disappointed with this conclusion. The ads have been very popular since
July, resulting in tremendous interest in the exciting and dynamic new MGs,
but the reaction of an individual has changed all that.

"We make no apology for the fact that the new MG range is faithful to the MG
tradition of producing genuine sports cars. Communicating the performance
characteristics inherent within any MG means an inevitable dynamic
association, with the excitement that comes from driving these cars.

"The MG brand is dynamic, exciting and for individuals who like to 'live
life to the full'. The advertising campaign does not talk about speed; it is
designed to appeal to people who like the freedom to make their own choices
and not be dictated to by the current obsession with denying oneself the
pleasures of life."

Much of the ruling concerns the blurred background and spinning wheels - a
technique used widely by all manufacturers to illustrate motion. The imagery
of the car was intentionally pin-sharp and placed on a none-real-life
background, to reduce the importance on speed.

It is unfortunate that one single individual has taken offence to our
approach, particularly as it seems that the general public's response to our
MG launch has been overwhelmingly positive. Interest in the cars has been
unprecedented, with thousands of orders being taken.

MG Rover will be discussing the matter with the ASA to try and understand
better the basis of their judgement. It has never been our intention to
encourage the use of speed in inappropriate circumstances or conditions, and
this is reflected in the fact that only one complaint has been received.



Editor's Note:

The ASA ruling applies to the poster and magazine campaign - and not the TV
advertisement.

During the media launch of the new MG range, we deliberately provided
off-public road facilities for journalists to test these cars and going
forward, we will be offering similar opportunities to customers.


--------------------------

Consequently we've sent a couple of e-mails to the ASA (inquiries@asa.org.uk):

--------------------------

> Subject: MG advert complaint
>
> I'm stunned to read that you've upheld the complaint against MG from a
> single individual.
>
> Please consider the following sentences:
>
> 1) After seeing some blurring on the MG adverts, I was so obsessed with
> speed that I tore through a 30mph limit at 80mph, mashing two old ladies
> and a baby into the tarmac.
> 2) After seeing some blurring on the MG adverts, I thought "nice
> advert, good use of abstract backgrounds" and continued through the 30mph
> limit at my usual 25-30mph speed.
>
> If I thought the first statement was acceptable, you would have a good
> case to say that I was a danger to the population and should be locked up.
> And yet, you upheld a complain from a single person who believed that
> blurry stuff on a poster clearly suggested that motorists will be
> encouraged to speed. What evidence do they have for this assertion?
> Although I support your mission wholeheartedly ("Windows 2000 makes your
> computer faster and easier to use" was a campaign that was clearly asking
> for it), I would like to suggest that this particular step was a little
> too far.
>

----------------------

and

----------------------

Dear Sir/Madam,

I am writing regarding your recent adjudication against the MG-Rover group
adverts, included below:

Complaint:
Objection to a poster and national press campaign for MG cars. All
advertisements showed a tilted car, against a blurred background with the
headline "The Full Fat, High Caffeine, Maximum Strength MG ...". Below the
MG logo at the bottom, the text stated "LIFE'S TOO SHORT NOT TO". The
complainant, who believed the advertisements conveyed a car travelling fast,
objected that they placed undue emphasis on speed and encouraged
irresponsible driving.

Adjudication:
Complaint upheld

I have not previously written to you since your previous rulings against
motoring advertisements, of which I have become aware and including that
made previously against MG-Rover, would seem justified if you accept the
assertion that the way a car is advertised will make a difference to the way
in which people drive it. The advertisements covered by this complaint,
however, do not even show the cars being driven and, in my opinion, are
seeking to portray the cars as an alternative to the bland cars being
produced by many other manufacturers today.

I feel that this interpretation is lent weight by the text 'LIFE'S TOO SHORT
NOT TO'. I believe that the implied meaning that life is too short to drive
boringly styled cars. To assert that the meaning is that life is too short
to drive responsibly is, quite frankly, ridiculous. I doubt that anyone
would argue if you stated that life is too short IF you drive irresponsibly.

Finally, I gather from the text of the adjudication that only one person has
complained about these adverts, which I have been seeing, on billboards and
in magazines, for 3-4 months. If only 1 person out of the entire population
of Britain has complained about such a high profile campaign in that time, I
would suggest that the complainant is probably unreasonably paranoid on the
subject rather than that the advertisements themselves being at fault.

Regards,

xxxxxx

------------------

This is plainly a ridiculous situation, having one person in the whole population complain and MG have to withdraw their adverts!! Madness!

:(

Richard

[Edited by Bitten Hero - 10/31/2001 2:09:14 PM]

I am gobsmacked!

P

Lets not bury all of British engineering, if they are doing well.

WTF [img]images/smilies/mad.gif[/img]

I have always been amazed at how few people have to complain about something for it to be pulled. But for an advert to be pulled because of ONE complaint - it's political correctness gone mad!! [img]images/smilies/mad.gif[/img]

Wonder if the complainant works for a competitor of Rover?

Look on the other side of things: is there any such thing as bad publicity???

Perhaps Rover, specifically MG, is now seen as a sporting brand?

Remember when Jensen Button got caught at 140MPH+ on the French autoroutes in a BMW oil-burner...

;)

Just imagine the next series of ads.

"We'd have liked to have shown you the stunning performance of these cars, but we can't, so here's some pictures of kittens."

The opportunity for MG to milk this is superb!

...but my last post doesn't mean that I don't think the ruling is ridiculous!

Whilst I have sympathy for people who have been injured or lost loved ones in accidents, the activities of the anti-car/anti-speeding lobby are getting out of proportion to the problem itself.
Before too long the car will be banned, then they'll have to turn their attention to cyclists, followed by rollerbladers and then maybe joggers.

At least John Sanders seems to have put a good spin on it in his comments though.

Regards,

Dean

Exactly. Absolutely pathetic. Some people seem to have nothing better to do with their sad little lives than complain about people enjoying theirs and actually injecting a bit of excitement into their advertising and products.

Whichever 'individual' this is should be locked up in a small room with large amounts of cakes, chocolate, TV, alcohol and naked girls/men (depending on the sex of the 'individual') and other tempting things and be made to abstain from all of them to make them realise how ridiculous they are being. Mind you they'd probably get some weird self-fullfilment out of that too, in which case they should be exiled to work for the Inland Revenue where they *really* know how to be boring ;)

At least it's just for the posters, not the excellent TV adverts.

One ray of light is the very last bit - a hint that they might be letting potential MG drivers try their cars at track days? Mmmm... chance to take a ZT 385 around a track :D :D

Richard

ps if you feel strongly about it too, then why not e-mail the ASA? Send one to inquiries@asa.org.uk (copy some of the stuff above if you like).

[img]images/smilies/mad.gif[/img]!!!!!

If it was April 1st i would have found this funny - what is the world coming to.

Completely stupid !!

Can't do anything without the fun police getting involved !!!

At this rate they'll soon have us all driving Saxo VTRs !!

John

On the subject of speed/advertising, has anyone seen the road safety TV ad which shows someone in a town centre street getting hit by a car which is trying to stop at 35 MPH - the whole thing is sort of in slow motion?

The impression is that it's supposed to be an "average" saloon, yet it doesn't have ABS - the front wheels are locked solid, the way the weight shifts looks like the shockers are knackered, the back wheels are still spinning and off the ground (!). Although the ads intentions are right, if this doesn't really happen on a roadworthy car (opinions please) would any action be taken if someone challenged it's accuracy?

Regards,

Dean

Hi guys. Glad to see some uniformity of support for condemning the ASA decision. It's very very sad that one person can stop a whole set of adverts just because they thought it encouraged speeding.

I hope the chap who said 'there ain't such a thing as bad publicity' is right. It'll serve the bearded do-gooder right if the whole thing back fired on him.

I'm sorry, but I just can not see how the advert places undue emphasis on speed. Pure PC gone mad. I'm getting sick of this country.

I'm off to complain about cardigans. They place undue emphasis on wearing masacred dead sheep. Do you think I have a case?

Simon.

That's it, I'm going to have to write a STRONG letter of complaint about the latest Mondeo ads.

The design of the car clearly is meant to cause feelings of sleepiness to those looking at it, and the advert with the little girl sleeping in it simply adds to that impression.

Ford are clearly telling us it is ok to be asleep while driving their cars. I am upset by such an irresponsible attitude and hope the adverts are removed from our screens before hundreds of poedestrians and cyclists are killed by snoozing Mondeo drivers.

This is the ad they originally wanted to run:

http://www.sniffpetrol.com/011012.html

If you don't subscribe to this, check it out - it's hilarious!

Cheers
Kav

Words fail me.... [img]images/smilies/mad.gif[/img]

Who in their right mind could possibly even think this let alone go to the effort of complaining about it :confused:

I just hope that the extra freepublicity that MG get from this benefits them no end.

The worrying thing about this is that all Car advertising is now dumbed down the level of boredom.

I mean, the Fiat TV Advert for the Punto when they are driving away from a Volcano erupting (or something like that) is hardly realistic of the driving experiences most of the UK will ever experience. So why don't we complain about that.. it is encouraging people to seek out erupting volcano's to test the theory that Fiat has the 'Spirito di Punto'. Does that mean I can sue Fiat when I get burnt to a crisp??

Exactly... a load of Political Correct B*llocks...

Whatever is next?

Jim :(

Originally posted by BT52B:

I hate those ads too. Now each time it rains my cat goes and sleeps under next door's car.

Whip ;)

[Edited by whip - 10/31/2001 5:32:51 PM]

There are some real sad people around !
I've just looked again at the MG adverts in EVO issue 036.....whats the problem !!!!!!
That link to MG adverts is worth a look...got me laughing anyway :)


Pete

...funny how nobody complained about the bright yellow MGs that were "parked" on Police areas of the M42 a few months ago, causing massive congestion and tailbacks - AFAIK part of the initial media/publicity.

Perceived risk gets banned, but actual dangererous activity doesn't get a second look :(

mb

Maybe we can get the Citroen C5 advert banned then - on TV the driver screams through a tunnel, swerves dangerously around some roadworks, then very nearly drives off the end of an unfinished bridge - this is all to show us how good its electronics are, but I must say it gives me no confidence whatsoever in its SatNav system...

Steve

LOL at Steve...

Unbelievable!

If they're gonna complain about something like that then what about the latest Vauxhall Zafira ad with a dad speeding around with his kids in the back!!!

Bas

This is very true BAS. If you look closely at the end of that Zafira ad he see him hurtling up the road back up to the school. That is clearly not the place to be test the performance of your car! Especially when you are just trying to impress the Jones's kids in the back.

And ESPECIALLY when it's a turbocharged Vauxhall MPV!

What was the ad again? Everything's a blurr when I drive past... ;)...

It can't be true... A company wouldn't pull an Ad campaign that cost them a hella wad for one teensy weensy subliminal messaging complaint. They'd have legal kick their ass... wouldn't they... say it ain't so... say it ain't so...

This is toooo stuuuuuupiiiiiiiiiiid!

I find the Nokia ad for Horoscopes terrifying as it leads me to believe that wild animals roam free around the country...

Somebody pass me the Reality Stick, there's gonna be a good old fashioned beating to the "Dear Points of View" persona.

Hey Bitten

Do the monkey! ;)

My email is off to the ASA.