Subaru ad oversteps mark on acceleration emphasis

by Daniel Farey-Jones, Brand Republic 16-Nov-05, 08:30

LONDON – A ad for Subaru's Forester SUV, which boasts an acceration of 0-62 in six seconds, has been banned for putting too much emphasis on speed.

The press ad, which received one complaint, shows the Forester driving along a blurred road, and reads: "Your right foot is in for a treat.

"The new Subaru Forester comes with a powerful, new naturally aspirated 158PS 2 litre or 230PS 2.5 litre turbo engine, plus a choice of 5-speed manual or 4-speed automatic transmission. And the 2.5XT model delivers 0-62 in 6 seconds."

Bigger copy at the bottom of the ad reads: "The new Subaru Forester. Press accelerator for details."

Subaru told the Advertising Standards Authority it used the line to encourage people to test drive the car, not to drive it fast, and argued it was not a breach of the advertising code to show a moving vehicle or mention acceleration.

However, the ASA considered that speed and acceleration were the "prominent message" of the ad and asked Subaru to amend it.

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