A SECOND Jaguar ad has been banned in as many months for promoting speed and unsafe driving.
The video on Jaguar Land Rover's YouTube channel was titled The Art Of Villainy and featured actor Tom Hiddleston playing a suave villain while driving a Jaguar F-Type in an underground car park and on a public road.
The Advertising Standards Authority (ASA) received a complaint that the ad was socially irresponsible because it featured and encouraged unsafe driving.
Jaguar Land Rover said the ad was set almost entirely in an underground car park and that during this time the car barely moved.
The carmaker said that when the car left the car park towards the end of the ad it was travelling at normal road speeds and accelerated briefly along The Embankment, and although no specific speed was shown the police were present during filming and the speed limit was not exceeded.
The ASA accepted that the ad focused on the car's appearance and performance rather than speed.
But it said acceleration and speed did feature in the ad when the car was shown driving up the ramp to exit the car park and when it was shown being driven on a public road at night.
It said: "Whilst we acknowledged the sequences were brief, we considered that the second part of the ad suggested that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving." It ruled that the ad must not appear again in its current form.
Last month the ASA banned four video ads on Jaguar's website showing a car travelling at speed through a tunnel and crossing over the single white lines in the middle of a road.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereComments are closed on this article