Is Jaguar encouraging irresponsible driving?

Posted on July 16th, 2014 by Rob Marshall

JagFor the second time in a month, Jaguar has been under fire from The Advertising Standards Authority (ASA), this time, for portraying aggressive on-road behaviour that motorists could be perceived as emulating.

Interestingly, the footage was not broadcast on television but online instead, as part of the company’s #GoodToBeBad campaign, which features the actor, Tom Hiddleston, piloting the latest F-Type sports model in not only an underground car park but also on a public road.

The ASA’s opinion stated:

“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.”

Jaguar replied that the piece emulated Hollywood styles and that no speed limits were exceeded in the film’s making.

Yet, while Jaguar UK is complying with the ruling, by removing the advert from its websites, it can still be accessed via Jaguar USA’s YouTube channel, where the ASA has no jurisdiction.

The question is, do such adverts really encourage members of the public to be reckless, or can viewers be trusted to differentiate between fantasy and reality?