According to the UK, drivers are not supposed to accelerate.
BMW’s recent ban on radio advertising in the UK proves that “there is no such thing as bad press”; the results are far beyond anyone’s expectations. This isn’t bad PR (for BMW anyway), as the radio spot appeared completely harmless. It was still enough to get one complaint, which prompted the UK’s advertising regulator into action.
What is the horrifying, irresponsible advertisement BMW attempted to force upon innocent listeners Unfortunately, we are unable to find the original radio advertisement, but an article from UK’s provides a transcription.
The sound of a revving engine fills airwaves at that point. At least one listener took offense. According to the report, a single complaint was filed to the Advertising Standard Authority (ASA), claiming that the radio spot was irresponsible. The group supported the complaint. Although we don’t know if additional complaints were filed, the report states that there were. Express The ASA ruled that an engine that revs in a radio advertisement that is not visual and without context is against the rules. Seriously?
BMW attempted to defend its advertisement by claiming that the sound was recorded when the car was stationary. The sound clip was only about one second long. ASA rules prohibit any mention of performance, handling or other actions that could otherwise portray a car as exciting. It is possible that the ASA has never been to a shop where mechanics rev engines while attempting to fix problems. This is possibly the most interesting thing about automotive existence.
This was an advertisement for BMW’s M Division – which exists solely to create exciting cars – so we don’t know how anyone would advertise in such a restricted environment. The ASA’s highly questionable decision to take action on the alleged complaint made by one individual has catapulted this UK radio ad to global exposure. We suspect that any initial feelings of disappointment at BMW over the decision have been replaced by smiles from all. We are grateful to ASA.