A Tv advert, for the Audi Quattro, featured a voice-over which said “Audi’s all-wheel drive system, Quattro, shrugs off the worst the winter can throw at it. But Quattro’s also moderately good at coping with soggy autumn leaves, deeper-than-you-assume puddles, and that drizzle that lasts from October to, nicely, October …”. Accompanying footage showed the automobile being driven in winter situations together with snow, heavy rain, mud, deep puddles and fog. The complainant challenged whether or not the advert was irresponsible, as a result of it glamourised rushing and condoned harmful and irresponsible driving. Volkswagen Group UK Ltd t/a Audi stated the advert confirmed the Audi Quattro being driven in a wide range of weather circumstances, including snow, rain, fog, wind and sunshine. A few of those weather circumstances were poor, however none were excessive, and have been an affordable illustration of weather situations skilled within the UK all year long. They said the important thing focus of the ad was to make viewers aware that the 4-wheel drive Quattro know-how could give drivers confidence in such weather circumstances as well as in poor highway situations akin to wet leaves and potholes.
They said the Quattro distributed drive between the wheels in response to the grip obtainable to every wheel and was geared to provide steadiness of handling and security for the driver in a variety of weather circumstances. The expertise also enabled extra stability in bends, in sudden manoeuvres, and provided higher control when breaking particularly in hazardous conditions such as snow, ice and rain. The complainant had highlighted a shot in the direction of the start of the ad which he believed confirmed a driver smiling in pleasure as he carried out a ‘doughnut’ in snow. Audi stated the shot confirmed the vehicle turning a corner on a snow-lined track, and that they had been cautious to make sure the scene did not show churned snow or include engine noise which might suggest an aggressive manoeuvre. They said that while the driver was shown smiling, that did not point out the car was being proven in the context of excitement reasonably than security.
They stated the driver was proven enjoying the expertise of driving the car safely, without any suggestion he was driving competitively or was excited by excessive manoeuvring. The scene was not filmed in such a method that might encourage any harmful or irresponsible driving in snowy situations. Audi stated that different scenes highlighted by the complainant had been filmed within relevant speed limits and speeds had been adjusted when appropriate to take account of the situations. There was no irresponsible depiction of, or give attention to, acceleration, velocity or dealing with in the ad. They said the advert confirmed safe driving and dealing with within the depicted conditions and didn't encourage irresponsible or dangerous speeds or driving kinds. They stated the soundtrack didn't counsel extreme speed by means of heavy revving or other extreme engine noise. Clearcast mentioned that when taken as a whole they thought of that the driving sequences proven have been at acceptable speeds and were accountable.
In relation to the shot towards the start of the advert, they stated the driver was smiling from pleasure somewhat than excitement; references to driving pleasure have been permitted by the Code. They said the manoeuvre was executed off-road in deep snow and confirmed a controlled demonstration of the capabilities of the car. It was meant to indicate all 4 wheels making use of energy, therefore the slow movement impact which demonstrated each front and rear wheels applying power. It demonstrated the car within the context of security, and since it was clearly off-road it was not irresponsible. They stated a shot of the automotive driving by way of a big puddle confirmed it being pushed at a gradual velocity and it was therefore not inconsiderate to different road customers as no pedestrians had been close by. A shot of the automobile driving along the motorway through the winter clearly showed that the carriageway had been treated as there was snow on both side of every lane.
There have been clear tyre tracks in the lane by which the automotive was driving which strongly implied that different motorists had preceded the car and had thought of it safe to use the overtaking lane within the prevailing circumstances. They thought of the automobile was shown at an applicable speed and did not seem like travelling too shortly. A scene wherein the automotive drove over a bridge was very brief and they'd thought-about it to be at an appropriate speed for the conditions proven. The ASA famous the ad’s voice-over centered on the capability of the Quattro 4-wheel drive system to manage hostile weather and street situations, and that scenes within the advert confirmed a automobile being driven by way of such circumstances. We investigated the advert underneath BCAP Code guidelines 1.2 1.2 Advertisements should be prepared with a way of accountability to the viewers and to society. 20.1 20.1 Advertisements should not condone or encourage dangerous, aggressive, inconsiderate or irresponsible driving or motorcycling. Advertisements should not counsel that driving or motorcycling safely is staid or boring. 20.Three 20.3 Motoring advertisements should not display energy, acceleration or dealing with traits besides in a clear context of safety. Reference to those traits should not counsel pleasure, aggression or competitiveness. 20.5 20.5 Motoring ads should not exaggerate the benefit of security options to customers or recommend that a vehicle's features enable it to be driven or ridden sooner or in full safety.
