Jaguar rapped for ‘art of villainy’ car ad said to encourage unsafe driving
The Guardian in London
The latest instalment of an advertising campaign for Jaguar, starring actor Tom Hiddleston, has been banned for encouraging irresponsible driving.
The campaign, which started with a big-budget US Super Bowl television ad using the tagline "it's good to be bad", features Hiddleston, Ben Kingsley and Mark Strong. The latest YouTube ad, which promoted the F-Type coupe, is titled The Art of Villainy and explores why British actors play the best villains.
In it, Hiddleston discusses what makes a great villain and revs the car in an underground car park before driving off at speed while quoting Shakespeare's Richard II.
The UK Advertising Standards Authority (ASA) received a complaint that the YouTube ad encouraged unsafe driving and was socially irresponsible.
Jaguar Land Rover said that the Hiddleston ad was set almost entirely in the car park and that "during this time the car barely moved''. When it did move, it was shown at "normal road speeds" and "accelerated briefly"..
But the ASA said that the noise of acceleration and speed with which the car left the basement "appeared to suggest significant speed within an enclosed environment". This was not helped by Hiddleston saying "now brace yourselves'' as the car accelerated through the streets and out of a tunnel, leaving other vehicles in its wake.
"We considered that the … ad suggested that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving," the ASA ruled. It told the company not to portray such driving in future.