Twix Ad Banned for Unsafe Driving

A television commercial for the chocolate bar Twix has been prohibited from airing due to its portrayal of unsafe driving practices. The advertisement depicted a high-speed car chase culminating in a collision, where two identical, caramel-colored vehicles end up stacked on top of each other, reminiscent of the layered structure of a Twix bar.

The Advertising Standards Authority (ASA), the regulatory body overseeing advertisements in the UK, received multiple complaints asserting that the commercial encouraged dangerous driving behavior and was irresponsible. Mars-Wrigley, the parent company of Twix, contended that the advertisement had a "cinematic presentation" and was set in an "absurd, fantastical world removed from reality." This sentiment was echoed by Clearcast, the non-governmental organization responsible for pre-approving advertisements for broadcast.

Despite these arguments, the ASA ruled that the advertisement "must not appear again" in its current form, stating that it "condoned unsafe driving." While acknowledging the fantastical nature of the final stunt, the watchdog took issue with the first half of the video, which depicted driving "that appeared likely to breach the legal requirements of the Highway Code." The ASA noted an "emphasis on speed," including "fast-paced beat and music" during the car chase, and pointed out the "visible skid marks" left on the road.

In response to the ruling, Mars defended the advertisement, asserting that the cars were filmed driving at legal speeds and that any emulation would only reflect safe and lawful driving. The company also emphasized Twix's reputation for absurd and playful humor, which they believed was reflected in the advertisement. Nevertheless, the ASA has instructed Mars "not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads" moving forward.