Twix Advert Banned for Promoting Unsafe Driving, Says UK Watchdog
Hey, have you seen the latest drama around a Twix advert? It's been officially banned in the UK, and honestly, it's stirred up a lot of conversation about what’s acceptable in advertising—especially when it comes to road safety.
So, here's what went down. A recent Twix commercial featured a pretty wild car chase. We're talking cinematic stunts: a man with flowing hair, high-speed manoeuvres, skidding tires, and even a moment where one car ends up literally stacked on top of another—mirroring the iconic two-bar format of a Twix. It ends with a Twix falling into the cars through the sunroof, followed by the catchy tagline: “Two is more than one.” Sounds clever, right? Well, not everyone thought so.
Also Read:- Dollarama Stock Climbs as Analysts Boost Price Target to C$185
- A Rare Lunar Dance: Witness the 2025 Strawberry Moon's Low-Hanging Spectacle
The Advertising Standards Authority, or ASA, received five complaints from viewers who argued that the ad encouraged dangerous driving and was completely irresponsible. After an investigation, the ASA ruled that the ad must not appear again in its current form. Their concern? That while the second half of the video leaned into absurd and fantastical storytelling, the first half came across as far too real—with reckless driving that seemed to breach the Highway Code.
Things like the emphasis on speed, high-octane music, handbrake turns, and visible skid marks all added up to a portrayal that, according to the ASA, “condoned unsafe driving.” Even though Mars-Wrigley, the company behind Twix, defended the ad by saying it was shot legally and clearly set in a fantasy world, the watchdog didn’t budge. The message was clear: even if your intent is humour or creativity, you still can't glamorise behaviour that could be dangerous in real life.
Mars-Wrigley argued that Twix ads have always had a playful, absurd tone and insisted there was no intention to encourage real-life imitation. They said the stunt was impossible to replicate and filmed safely. And while that may be true, ASA wasn’t convinced. They emphasized the importance of upholding road safety in advertising, stating that Mars should not "condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code."
It’s a stark reminder of how blurred the lines can be between creative storytelling and public responsibility. Sure, it was imaginative, and yes, it was visually engaging—but when you’re showcasing something that could potentially be mimicked in real life, especially by younger or more impressionable viewers, regulators take it seriously.
So, next time you see a chocolate bar ad with high-speed action, know there’s a fine line between fun and forbidden.
Read More:
0 Comments