![BMW Z4 - The art of driving](http://www.ausmotive.com/images/BMW-Z4-art-of-driving-01s.jpg)
Last month the Advertising Standards Bureau upheld a complaint that the BMW Z4 “art of driving” television commercial portrayed behaviour that would be deemed a “very serious driving offence” if it took place on Australian roads.
BMW have agreed to stop the ad going to air, however the commercial can still be viewed on the BMW Australia website. Sample footage of the Z4 painting with its wheels was first posted on AUSmotive in December 2008.
The full report from the ASB, which shows text from the original complainant and BMW’s response, can be downloaded here (76kb PDF).
It is clear the commercial is not depicting regular road driving. A point highlighted by BMW in their defence of the complaint. However, this was not enough and the commerical was found to breach section 2c of the FCAI Voluntary Code of Practice for Motor Vehicle Advertising.
That is, if the actions depicted in the ad “were to take place on a road or road related area, (that they would) breach any Commonwealth law”.
The fact that some killjoy found it fit to complain about this ad in the first place is disturbing enough. But the fact that protocols are in place that saw this worldwide advertising campaign removed from Australian television screens is, simply, laughable.
BMW are well known for both the safety of their vehicles and their Driver Training education programs. They are clearly not an organisation that exists to promote hooning. Nor do they have anything to gain by doing so. That they have, in effect, been labelled as hoons is verging on outrageous.
Moreover, for a small sum of money one can legally partake in similar activities as depicted in this ad under the supervision of independent and respected driver training instructors.
AUSmotive finds this ruling by the ASB unfathomable. As a sign of protest against this decision AUSmotive will feature the “offending” footage on the first day of every month for the rest of 2009.
BMW’s press release from April this year announcing the “art of driving” campaign can be read after the jump.
[Source: heraldsun.com.au]