Twix TV Ad Banned Over ‘Irresponsible’ Driving Claims

Twix Ad Banned Over Unsafe Driving Concerns

ASA Takes Action Against Reckless Driving Imagery

The Advertising Standards Authority (ASA) has ruled a recent Twix ad banned after complaints about its portrayal of dangerous driving. The Mars Wrigley TV and video-on-demand campaign, aired in March, has sparked controversy among viewers.

In the ad, a man escapes a high-speed chase, drives off-road, crashes through a barrier, and tumbles dramatically down a hill. The scene then cuts to a surreal moment where the crashed car appears atop an identical vehicle. Both cars, with the same man shown inside, drive away together. The tagline reads, “Two is more than one. Twix.”

Why the ASA Stepped In

Five viewers complained to the ASA, claiming the ad encouraged reckless driving. The ASA reviewed the complaints and Mars Wrigley’s defence of the campaign.

The company explained that the ad used exaggerated stunts and cinematic effects. Mars Wrigley argued the fantasy tone made it clear the scenes were not realistic. They also highlighted Twix’s playful, tongue-in-cheek advertising style.

Clearcast, the body that pre-approves TV ads, supported Mars Wrigley. They agreed that viewers would recognise the ad’s humorous, surreal nature.

ASA’s Final Ruling

Despite these arguments, the ASA disagreed. They concluded that the Twix ad banned promoted unsafe driving behaviour, even with its surreal moments.

The early scenes of realistic roads, skid marks, and handbrake turns suggested the chase was meant to feel exciting and impressive. The ASA stated these elements could encourage behaviour that violates the Highway Code.

As a result, the ad must not air again in its current form. Mars Wrigley has been warned to avoid depicting irresponsible driving in future campaigns.

Conclusion

The ruling shows the ASA’s strict approach to any ad that may appear to glorify dangerous driving. Brands must balance creativity with social responsibility.

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