Twix ad banned in UK for encouraging unsafe driving

A recent television advertisement for the chocolate bar Twix has been banned due to concerns that it promotes unsafe driving practices. The commercial features a man with long hair participating in a car chase that ultimately results in a crash, leaving his car sandwiched on top of an identical caramel-colored vehicle, resembling a Twix bar.

Following five complaints that the ad encouraged dangerous driving behavior and was irresponsible, the Advertising Standards Authority (ASA) ruled that the advert should not be aired again in its current form. While Mars-Wrigley, the company behind Twix, argued that the ad had a cinematic and fantastical presentation, Clearcast supported this viewpoint by stating that the ad depicted a world removed from reality.

Despite Mars defending the advertisement by asserting that the cars in the ad were driving at legal speeds and only promoting safe driving practices, the ASA took issue with the emphasis on speed and risky maneuvers. The watchdog organization expressed concerns over the visuals of skid marks on the road and the fast-paced beat accompanying the car chase, stating that it appeared to breach legal requirements of the Highway Code.

In response to the ruling, Clearcast emphasized that the video’s style made it clear that it was not meant to be replicated, nor did it suggest that safe driving was dull. The ASA concluded by instructing Mars not to endorse or encourage irresponsible driving practices in their advertisements, particularly those likely to violate legal road regulations

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