[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

BMW Ad “Promoted Street/Drag Racing” – ASB

The Advertising Standards Board has upheld a complaint against a BMW ad for the BMW i3. The ad was shown on YouTube, Facebook and Instagram.

What happened?

The complaint alleged the ad promoted illegal street racing. The ad shows a BMW i3 pulling up at traffic lights next to an older-style red sedan.

The drivers glance at each other, and when the lights change to green, both cars accelerate heavily. The back end of the red car fishtails slightly, tyres smoking.

The i3 accelerates quickly, with the onscreen message “0-100 in 6.9 seconds”.

BMW’s response

BMW argued the purpose of showing the i3 next to an older car was to signify that the new electric car is as powerful as an older vehicle.

Further, the smoke rising from the older car’s tyres was a “haze … caused by the natural motion of the old-fashioned vehicle accelerating, but is not excessive”.

The ASB’s decision

Motor vehicle advertising must comply with the Federal Chamber of Automotive Industries Advertising for Motor Vehicles Voluntary Code of Practice. The Board found that:

·       the glance between the drivers prior to the lights changing appeared to be a challenge; and

·       the reference to “0-100 in 6.9 seconds” gave the impression of speed. 

The Board noted the Code states that advertisers must avoid “drawing attention to the acceleration or speed capabilities of a vehicle.”

Unsurprisingly, the Board upheld the complaint.  

The takeout

The Board’s decision follows recent determinations involving Delta Goodrem travelling with her head and arm outside a vehicle and a Lexus LC shown rapidly accelerating.

Motor vehicle ads are incredibly expensive to produce. Advertisers must ensure their ads conform to relevant industry codes or risk having them banned by the advertising watchdog – and losing money to boot. 

ABOUT THE AUTHOR
David Kelly is the founder of KHQ Approved, which offers fixed fee solutions across a range of areas (including marketing law and contract review).  Peace of mind from an experienced team for a reasonable price.

Learn with SMK through February 2023

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Feb SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEDT

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Email Marketing Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: Email marketing trends, innovations and email list building
  • Module 2: Email marketing design, engagement & creative best practices
  • Module 3: Email Deliverability, Email Customer Relationship Management (CRM), Automation and Privacy
  • Module 4: SMS, organic and paid messaging opportunities

Digital Copywriting Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: Digital copywriting trends, tools, challenges and opportunities
  • Module 2: Website, email and SMS copywriting
  • Module 3: Earned media: Social media best practices and more
  • Module 4: Paid media – Social, Search & Display ad copywriting

 

Leave a Comment