ASA to investigate VW Golf fight ad after 585 complaints

by Darren Davidson, Brand Republic 14-Jan-09, 15:00

LONDON - A Volkswagen TV ad, in which an engineer fights against doppelgangers of himself, is to be investigated by the Advertising Standards Authority (ASA) after attracting 585 complaints focusing on the level of violence it depicts.

The majority of complaints concern the level of violence in the ad, which shows the chief designer of the new Golf VI engaging in Matrix-style kung fu fights with replicates of himself. He is also shown using car parts, such as an exhaust, as a weapon.

Some viewers have said the ad is "upsetting and offensive" because of "excessive and gratuitous violence", while others have complained that the ad is so graphic that it is inappropriate to be shown at any time. Many complainants have expressed concern that the ad is unsuitable to be seen by children.

The number of complaints has soared from around 100 at the beginning of last week to 585 at the last count today. The ASA is still logging complaints.

The TV spot, which features the tagline 'Sometimes, the only one you have to beat is yourself', was created by DDB London and promotes the carmaker's new model Golf VI.

It was directed by Ivan Zacharias and takes place in the German factory where the new Golf is made.

The campaign first aired on December 27. At the time of its launch, Morna Steel, communications manager at Volkswagen UK, said: "When we set ourselves the challenge to improve on the Golf Mk V, our main target was to outdo ourselves.

"This commercial highlights in dramatic fashion exactly how hard that challenge was."

Click here to view the VW Golf fight ad which is being complained about.

Comments

harry fowler - 14/01/2009

"upsetting and offensive" because of "excessive and gratuitous violence" If you are Mary Whitehouse then yes.

Bella Ikpasaja - 14/01/2009

Pah! Whatever next?! Calm down winge-y dears, it's only an ad \(no knives, guns...surely a relief!). It's only Kung fu fighting!! I mean personally it wouldn't make me think to buy a VW Audi but when I spot the ad, I always watch it through, unlike so many others out there. The ad is fun, harmless \(nobody is armed or gets harmed)....so, er get out more you complainers...take up Kung Fu!!

Tummer - 14/01/2009

That's pretty ridiculous.

Barack Obama - 14/01/2009

Is it because he is soberly dressed? Not so long ago, families enjoyed the multi-coloured Power Rangers indulging in this kind of scrapping as a matter of routine. At breakfast time.

Eddie Stalwart - 14/01/2009

Unbelievable. The notion of offence or gratuitous violence didn't even enter my brain when watching this, maybe that's a reflection of my observational skills and lack of scrutiny - but please? It seems like the increasing reliance on 'viewer involvement' in the dirge of reality TV is having a knock-on effect both to other forms of entertainment and now even marketing communications. They should have a complaint button the Sky remotes.