BMW Art Ad Canned By Advertising Watchdog For Promoting Hooning

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Jun 29, 2009
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BMW HAS DRAWN the ire of the Australian Advertising Standards Bureau for one of its advertising campaigns. Specifically, the 2009 BMW Z4's "Expression of Joy" series.

The advertisment, the brainchild of South African artist Robin Rhode and director Jake Scott, shows a Z4 in a large warehouse, pirouetting and sliding around a white floor and laying down tracks with paint-covered tyres.

While clearly a display of artistic expression (albeit one that uses a 224kW paintbrush), the globally-distributed ad has still managed to attract complaints from Australian viewers for allegedly promoting "reckless and menacing driving" and encouraging hoonish behaviour.

While the Z4 depicted spends the greater part of the advert in sideways oversteer (the frictional properties of paint are rubbish, so we've heard), one must surely wonder why anyone would feel aggrieved by what is patently advertising fantasy.

But the complaints have won out, and the FCAI's Advertising Code of Practice (which forbids "hoonish" displays) has been invoked to can the TV ads.

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The print and online versions have escaped the wrath of the ASB, but viewing it on free-to-air or pay TV is strictly verboten from now on.

In its response to the complaints, BMW said that it believed the ad to be fully compliant with the Code of Practice, and that it was clearly a work of fantasy - not petrol-headed impulse.

 

"We believe our TV and Online commercial fully comply with the FCAI Voluntary Code of Practice for Motor Vehicle Advertising and can be clearly distinguished by the viewer as an artistic performance and not reality," said BMW's official response to the complaints.

"The performance takes place in a controlled environment (a studio warehouse) which is clearly shown at the beginning of the TVC. The car drives across the canvas creating patterns with paint – it does not suggest a real-life driving situation.

"It is clear from the driver’s expression that he is concentrating creating a specific result and not driving recklessly. "There is no sign of the driver being out of control... art is the context of the campaign."

 

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Is there a case for BMW to appeal? The company has decided not to contest the ASB's ruling, but it seems that art in advertising can be thwarted by an over-reactive nanny brigade should a hint of oversteer make it onto a TV screen.

You can see what all the fuss is about at BMW's Z4 minisite, here. TAGS: 2009 bmw z4, advertising, ASB, BMW,Z4, Ad, SLUG: BMW "Expression of Joy" Advert Canned By Advertising Standards Bureau

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Comments

  • Luke Skywalker [reply]
    9 months ago 0 points
    Seriously, since when could that advert ever be thought of as condoning 'hoonish' behaviour? I really do wonder what could drive people to compain about an advert like that. People with nothing interesting in their lives, that's who!

    Probably the same people who sit watching SBS after 10pm at night, hoping for some naughty stuff, just so they can complain (and probably being titilated by it at the same time!).

    GRRRRrrrrrr!
  • Will [reply]
    9 months ago 0 points
    Too many half witted Government bureaucrats being paid too much and having too much time on their hands.

    Where is the Australian equivalent of the gulag?
  • Grumps [reply]
    9 months ago 0 points
    It never ceases to amaze me how ridiculous some of the 'standards' are in this country of ours.

    Seriously, these people who complain need a reality check, or failing that a frontal lobotomy. Oh wait, they have already had one.

    Now excuse me while I attach some paint tins to the side of my Subaru Outback and do some donuts in my garage.
  • Grumps [reply]
    9 months ago 0 points
    It never ceases to amaze me how ridiculous some of the 'standards' are in this country of ours.

    Seriously, these people who complain need a reality check, or failing that a frontal lobotomy. Oh wait, they have already had one.

    Now excuse me while I attach some paint tins to the side of my Subaru Outback and do some donuts in my garage.
    Sorry... forgot to say great post - can't wait to read your next one!
  • Lucy [reply]
    9 months ago 0 points
    I thought this advert was brillant. having fun whilst driving - what is better?
  • Bavarian Missile [reply]
    9 months ago 0 points
    Who was the idiot that complained about this in the first place and what does he drive,more to the point does he have a pulse ?
  • insomniac [reply]
    9 months ago 0 points
    You know, after i saw that ad i really had the urge to go out and do some circle work through our local park, then put some house paint on my tyres and drift around our local streets... (note sarcasm)

    Honestly, how stupid do they think people are?
  • trouserbonanza [reply]
    9 months ago 0 points
    About time this incitement to riot was black-flagged!
    I can't seem go to any empty arena any more without some professional driver giving some sort of metaphorical demonstration of motoring pleasure under controlled circumstances!
    It's got to stop! Next thing you know, us regular shlubs in the real world will be giving ourselves licence to ENJOY ourselves in our regulated, drab, wretched commuter lives...
  • Josh [reply]
    9 months ago 0 points
    Australia has gone to the dogs... political correctness is so out of control.. just wait for all the older generations to die off and us Gen Y will sort this country out! TV shows with Lesbians and plenty of car ad's with "hooning"!

    Viva La Gen Y!!
  • Doug Read [reply]
    9 months ago 0 points
    I find it most infuriating almost insulting that BMW could capitulate to the 'nanny state' of Victoria and in the process insult all the BMW drivers of the world. Their market is built on the fact that BMW's have such handling qualities that this sort of exercise is well within the limits of both car and driver. If the driver education programme in Victoria had any credibility, any driver with a licence and experience could enjoy the driving experience.
  • Fi [reply]
    8 months ago 0 points
    I agree with everyone else, seriously , these people need to calm down. PC is rubbish at the mo, I hate this cotton wool culture.
  • MotoWebbi [reply]
    8 months ago 0 points
    .....and three hoons can speed backwards in a Commodore Ute behind a semi-trailer for the purpose of stealing flavoured milk, but this is OK because it is advertising flavoured milk and not motor vehicles!!!
  • WOB-GTI [reply]
    8 months ago 0 points
    I agree with most of the criticisms above. This is a very disappointing decision.

    The bigger question, though, is why are there protocols in place that make such a judgement possible?

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