Audi made a commercial and it got banned. Now, of course, everyone wants to see it which means that the ban is probably not working as it should. True, the ad was banned by the UK’s ASA, so some traces can actually be found on the Internet and on YouTube. Promoting the newest Audi R8 V10 Plus with Carbon Ceramic brakes, UK advertising agency Bartle Bogle Hegarty created the commercial. They zoomed in on the human eye and showed the pupils focusing while tunnel lights are reflected in the eye. One can tell that the car is really fast. The Audi R8 is shown at the end of the commercial and that is it really. So, what is all this fuss about it then!?
In short, when promoting a new car, advertising agencies are banned from driving cars fast and promoting them that way. Actually, there is a law prohibiting agencies from driving cars faster than 30 mph when making a car commercial.
Of course, agencies are trying to find some workarounds with the use of light and sound. Bartle Bogle Hegarty tried the same but the ad was found to be “in breach of the code regulating motoring adds.” Apparently, it encourages and promotes irresponsible and fast driving.
“We considered that viewers would interpret the changes in pupil size as an emotional response to the movement of the car, as represented by the sounds that were audible during eye sequence”, the agency said.
In a report from the agency, the company claimed they were not driving faster than 30 mph when making the ad. We definitely believe them as all the rest apart from driving the car is made using CGI technology.
All in all, the ad we embedded here is not the one banned, but it is 99 percent the same. So, enjoy it and drive responsibly.