Watchdog slates thrill-seeking MG ads

by Emma Hall,, Brand Republic 08-Aug-01, 08:05

LONDON - M&C Saatchi has violated four sections of the Advertising Standards Authority code with a controversial direct mail campaign for the Z series of MG saloons.

The ASA has upheld complaints that the two mailings -- which used lines such as "Can your head take the rush?", "Can your nerves bear the buzz?" and "Can your heart stand the thrill?" -- encourage unsafe driving and focus on speed as the predominant message.

MG defended itself by emphasising the importance of sporting heritage to the brand. It claimed that the advertisements were making the point that just because you need a saloon for practical reasons, it does not mean that you have to compromise on style, performance and driving enjoyment.

But the ASA was not impressed by statements such as, "The MG ZR isn't a 'hot hatch'. It's an inferno" with "fire in its belly rocketing you from 0-60 in 7.4 seconds and on to a top speed of 131 mph".

The campaign -- part of MG's umbrella proposition that MG Saloons are "outrageous fun for all" -- was also criticised for showing pictures of blurred streetlights, traffic speeding past a "reduce speed now" sign, and a tachometer with the needle at 7000rpm.

MG argued that, as a responsible manufacturer, it was mindful of the danger associated with speed and had used studio photographs of the cars so that it did not encourage irresponsible driving.

The ASA has asked that the ads be amended with help from the Committee of Advertising Practice copy advice team.