Mars Wrigley
Anúncio “Two is More Than One” do Twix
According to a British advertising regulator, Twix’s “Two is more than one” announcement encourages unsafe driving.
A TWIn television announcement was banned in the UK after a group of industry regulators considered that it promoted insecure driving.
The ad “” shows a driver in a vintage car to be chased on a remote road; To mislead the persecutor, it is abruptly deviated from the road for a cliff.
The driver lands safely, upside down, on top of a clone of oneself and your car (in the normal position). Together, with a twix in their hands, they follow the desert as the sun sets.
The ad is a absurd interpretation of double bars of the famous chocolate from Mars Wrigleybut for regulators of advertising standards Authority (ASA), independent advertising regulator in the United Kingdom that oversees advertising standards, The announcement went too far.
In a decision released last week, the wing states that the announcement encourages “dangerous conductionAnd prohibits its transmission – in its current version.
Absurd and fantasy are favorite forms From advertisers to sell products, from candy to perfumes, says Fast Company, and Mars Wrigley argues that the announcement is “a cinematic presentation”Set“ in a world apart that was absurd, fantastic and away from reality“.
Instead of encouraging insecure driving, the company argues that the ad uses Imaginative narrative, absurd elements and Hollywood style to convey the campaign message.
In addition, the company notes that Twix is known for fun advertising and humorous, such as “”, the 2012 announcement that put the left Twix against the right.
The wing did not contest that the announcement had a cinematic aspect, but expressed objections to emphasis that is given to persecution and speedand ultimately the group considered that the announcement violates advertising standards against encouraging irresponsible driving.
“We have considered that the emphasis on a persecution, and the speed inherent in it, and the driving maneuvers would be dangerous and irresponsible if emulated In real life on a public road, ”says the decision.
“As we considered that the driving portrayed in the ads tolerated the insecure driving, which seemed to violate the legal requirements of the road code, we concluded that The ads were irresponsible“.
At the time of this edition, the announcement is still on Twix’s Youtube channel. At the head of the long list of comments, one user comments ironically that “I was planning to drive this way. But now that the announcement has been banned, I won’t do it anymore. ”
