BMW ad pulled for skateboarding scene
A complaint against an ad for BMW has been upheld by industry watchdog Ad Standards for depicting a young man riding a skateboard along the centre line of the road without a helmet.
A minority of the Ad Standards panel agreed the ad was stylised to create a sense of freedom and anticipation, and along with the disclaimer, the shot of the skateboarder would not be interpreted as promoting unsafe behaviour.
Australian road rules do not require skateboarders to wear a helmet, however the law would have been breached by the rider for skateboarding in the middle of the road.
A majority of the Ad Standards community panel determined the combination of the two would breach ‘prevailing community standards on health and safety’ and upheld the complaint the ad received on the issue.
The scene was only a four-second portion of the ad, which also featured a couple on a beach and in the water, people playing basketball, and a car parked on a cliff. The ad concluded with the message that ‘Joy is coming’.
The complainant said the ad would encourage copycat behaviour amongst children and young people.
“Young people who can be easily influenced to ‘copy-cat’ this action leading to injury or death not to mention the deleterious effect it would have on any motorist colliding with the person,” they said.
In its response, BMW argued that “whilst the road depicted in the advertisement has a dividing line, the skateboarder depicted in the advertisement has a clear line of sight for the road ahead and is not skateboarding around a blind corner or over a horizon”.
BMW also pointed out that the offending scene was accompanied by a disclaimer that said it was filmed under controlled conditions.
Considering the ad gave the impression that riding a skateboard in the middle of the road was a positive experience and may encourage young people to imitate it, the panel upheld the complaint.
The ad ran from 9 May to 31 May.
Ad standards are getting progressively more limiting. Who is calling these shots? The Ad standards need to be regulated by a more progressive voice. A beautifully shot creative has been pulled due to some individuals not understanding the culture or calculated risk. Embarassing.
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But is it illegal in the US where it was shot …
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Proving once again how beyond idiotic Australia is. I’m glad I left.
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Huge leap to think the demo of “young people” are seeing this ad on TV given young people don’t watch TV, and if they are seeing it online its probably interrupting them watching skateboard videos of people riding down the roads.
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hahahah my god the worlds gone mad. I bet the complaint came from a single Karen.
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Are you serious? My 4 kids will never either see this ad as they don’t watch TV or any other form of media that has commercials.
Yet these idiots who complain who are so far removed from reality win again.
What a great ad BMW wish you had kept the skate boarding scene.
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Do you feel better knowing massively inexperienced, young drivers at the wheel of a 500 HP vehicle ?
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What about the kids and dad running with sticks for a few seconds? My mum would give me a right talking to if I was ever caught running with a stick… God forbid you might trip.
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Is unbelievable how some people waste time with nothing else but trying to find problems everywhere..
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First time I have seen this ad, here on Mumbrella. It should be an advert for the Subaru Outback though?
BMW drivers are not featured in this advert?
You don’t see BMW’s in National Parks’ car parks. You don’t see them off road, you don’t see them at campsites, in the forest? The agency got this so wrong, regardless of the skateboarder. (The only BMW driver who skateboards, didn’t skateboard when they were younger and the skateboard they have today is an electric one…)
A BMW advert should be a pretentious guy in a suit, turning without indicating and shrieking: ‘get out of my way peasants!’. (My poor attempt at satire…) This advert does make me spew a little in my mouth though. It really is a condescending corporate brand.
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Honestly, be glad you don’t work in the US or UK, where everything has to have a fat disclaimer plastered across the bottom of the screen.
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