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The Sun
11-06-2025
- Automotive
- The Sun
Twix ad BANNED from TV after being branded ‘dangerous'
AN ad for chocolate bar Twix that was branded 'dangerous' has been BANNED from TV. The advertisement depicts a car chase between two identical caramel coloured vehicles - ending with one sandwiched on the other like a Twix. 4 4 However, five complaints have been made against the clip, saying that it highlighted dangerous driving and was irresponsible. Mars-Wrigley, who own the Twix brand, highlighted that the advert featured a "cinematic presentation". They continued by saying it took place in a "world that was absurd, fantastical and removed from reality" This view was echoed by Clearcast, the non-governmental organisation that approves adverts prior to broadcast. Advertising Standards Authority (ASA) ruled the ad "condoned unsafe driving" and "must not appear again" in its current iteration. Although the ASA acknowledged the fantastical aspect of the ad, it stated the video's first half showed driving "that appeared likely to breach the legal requirements of the Highway Code". The watchdog said there was an "emphasis on speed", in addition to "fast paced beat and music" in the car chase and "visible skid marks" left on the road. Mars defended the advert, having said both cars were shot "driving at lawful speeds and any emulation would only reflect the legal and safe driving presented." The final scene showed a Twix bar falling through the sunroofs of the two still attached cars. This was also accompanied by the tagline "two is more than one". Original '90s TV ad for N64 game Super Mario 64 now worth thousands Clearcast told the ASA that the advert's style made it clear that it was not meant to be emulated, nor did it suggest "safe driving was boring". The ASA's ruling concluded: "We told Mars Wrigley Confectionery UK Ltd not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads." It's not the first time that a TV ad has been banned from screens. TV architect George Clarke was paid by Scottish Power to star in their television advert. It was taken off air by the Advertising Standards Agency for breaching their guidlines. The watchdog said it misled viewers into thinking they were watching George's Channel 4 hit Amazing Spaces. 4
Daily Mail
11-06-2025
- Automotive
- Daily Mail
TV Twix advert is BANNED for encouraging dangerous driving - because it shows long-haired driver crashing his caramel-coloured motor on top of another car
An advert for Twix bars showing a long-haired driving crashing his caramel-coloured motor has been banned for 'condon[ing] unsafe driving'. The bizarre ad, released at the end of March, shows sporting a 70s-esque fashion involved in a car chase. But when he takes a sharp turn, he winds up plummeting off the side of the road, overturning the vehicle several times. However when the clip pans back to the vehicle at the foot of the cliff, there are two identical versions of the car sandwiched upon one another - like a Twix. To further add to the intrigue, a Twix bar falls from the sunroof of both cars before they head off into the sunset, the 'two is more than one'. The Advertising Standards Authority (ASA) said the ad 'must not appear again' as is, asserting it 'condoned unsafe driving. And while the watchdog noted the stunt took place in a fanciful-type advert, it claimed parts of the video 'appeared likely to breach' the Highway Code. It also highlighted there was an 'emphasis on speed' as well as 'fast paced beat and music' during the chase, with 'visible skid marks left' on the road. Mars-Wrigley, who own Twix, contested their advert was a 'cinematic presentation' set out in an 'absurd, fantastical' world 'removed from reality'. Defending their cinematography further, Mars argued the cars featured were driving as 'lawful speeds' and any simulation would reflect 'legal and safe driving'. The confectionery firm, which also represents Celebrations, Maltesers, said its caramel biscuit bar is renowned for it playful humour, which was further exhibited in the 'fantastical' ad. Clearcast, a non-governmental organisation, which approves adverts defended the sweet giant, adding the video did not imply 'safe driving was boring' or encourage people to drive in an unsafe manner. ASA's final ruling on the matter instructed Mars not to 'condone or encourage irresponsible driving' that was unlikely to break the Highway Code via adverts. A Mars Wrigley UK spokesperson said: 'We always take pride in maintaining high standards across all our communications and every advert we produce is submitted for approval through the appropriate review channels. 'In our view, this particular advert adopts a fantastical tone that is neither realistic nor intended to be imitated. 'Nonetheless, we take our responsibility as an advertiser seriously and never intended to cause any offence or concern, so we are reviewing the ruling carefully in order to work collaboratively towards a resolution.'
