This article is from the source 'guardian' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.

You can find the current article at its original source at http://www.theguardian.com/media/2014/jul/16/jaguar-ad-tom-hiddleston-banned-youtube

The article has changed 2 times. There is an RSS feed of changes available.

Version 0 Version 1
Jaguar ‘villain’ ad banned for encouraging irresponsible driving Jaguar ‘villain’ ad banned for encouraging irresponsible driving
(about 1 month later)
The latest instalment of Jaguar’s “Good to be Bad” ad campaign, starring Tom Hiddleston, has been banned for encouraging irresponsible driving.The latest instalment of Jaguar’s “Good to be Bad” ad campaign, starring Tom Hiddleston, has been banned for encouraging irresponsible driving.
The campaign, which started with a big-budget US Super Bowl TV ad using the strapline “It’s good to be bad”, features Hiddleston, Ben Kingsley and Mark Strong.The campaign, which started with a big-budget US Super Bowl TV ad using the strapline “It’s good to be bad”, features Hiddleston, Ben Kingsley and Mark Strong.
The latest YouTube ad, which promoted the F-Type coupe, was titled “The Art of Villainy” and explored why British actors play the best villains. The latest YouTube ad, which promoted the F-Type coupe, was titled “The Art of Villainy” and explored why British actors play the best villains.
It featured Hiddleston discussing what makes a great villain and revving the car in an underground car park before driving off at speed and quoting Shakespeare’s Richard II. It featured Hiddleston discussing what makes a great villain and revving the car in an underground car park before driving off at speed and quoting Shakespeare’s Richard II.
The Advertising Standards Authority received a complaint that the YouTube ad encouraged unsafe driving and was therefore socially irresponsible.The Advertising Standards Authority received a complaint that the YouTube ad encouraged unsafe driving and was therefore socially irresponsible.
Jaguar Land Rover said that the Hiddleston ad was set almost entirely in the car park and that “during this time the car barely moved”.Jaguar Land Rover said that the Hiddleston ad was set almost entirely in the car park and that “during this time the car barely moved”.
When the car did leave the car park, it was shown travelling at “normal road speeds”, and “accelerated briefly”, and that police were present at the filming to confirm the speed limit was not breached.When the car did leave the car park, it was shown travelling at “normal road speeds”, and “accelerated briefly”, and that police were present at the filming to confirm the speed limit was not breached.
The ASA agreed that the “primary focus” of the ad was not speed.The ASA agreed that the “primary focus” of the ad was not speed.
The watchdog said that the noise of acceleration and speed with which the car left the basement “appeared to suggest significant speed within an enclosed environment”.The watchdog said that the noise of acceleration and speed with which the car left the basement “appeared to suggest significant speed within an enclosed environment”.
This was not helped by Hiddleston saying “now brace yourselves” as the car accelerated through the streets and out of a tunnel leaving other vehicles in its wake.This was not helped by Hiddleston saying “now brace yourselves” as the car accelerated through the streets and out of a tunnel leaving other vehicles in its wake.
“We considered that the second part of the ad suggested that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving,” the ASA ruled. “We told Jaguar Land Rover not to portray speed of driving behaviour that might encourage motorists to drive irresponsibly in future.”“We considered that the second part of the ad suggested that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving,” the ASA ruled. “We told Jaguar Land Rover not to portray speed of driving behaviour that might encourage motorists to drive irresponsibly in future.”
• To contact the MediaGuardian news desk email media@theguardian.com or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly “for publication”.• To contact the MediaGuardian news desk email media@theguardian.com or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly “for publication”.
• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook.• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook.