Thursday 11 August 2016, By AutoVolo
An advert that was released by Audi to showcase its new R8 supercar has been banned by the Advertising Standards Authority (ASA), following a complaint from just one viewer.
The person’s claim was that the advert advocated speed and linked it with excitement, making it irresponsible.
The advert was first aired on April 15 2016. It depicted a driver’s eyeball, which contracted and dilated in response to the sound of an R8 accelerating.
The next shot showed the car cornering through a tunnel in slow motion. The advert then returned to the eyeball, with text reading: “More focus, more drive. The all-new Audi R8 V10 Plus with carbon-ceramic brakes” on screen, leading into another shot of the car slowing to a stop on a race track.
In the wake of the allegations, Audi said that the contraction and dilation of the pupil was representative of focus and concentration. The German manufacturer also said that the car was filmed travelling at speeds below 30mph.
Audi said: “The main message of the ad was that the new Audi R8 was Audi’s most focussed drive yet, with key features tuned to improve performance and an all-round improved driving experience.
“The ad was particularly intended to highlight the car’s carbon-ceramic brakes, the new naturally-aspirated engine – which gives a fuller and sharper sound – and the seven-speed S-Tronic gearbox.”
Despite this, the ASA deemed that the contraction and dilation of the pupil “gave an implication of speed and acceleration”. It also said that the advert gave the viewer no way of knowing how fast the car was travelling.
The ASA added: “The impression given was not one of road safety in general but that the R8 was equipped with brakes sufficient to handle the power and speed previously demonstrated.
“We therefore did not consider that the presentation of information about the ceramic brakes constituted a context of safety.”
The ASA later ruled that the advert must not be shown again – and warned that Volkswagen Group should avoid similarly-shot adverts in the future.
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