As the post goes live it’s April Fools’ Day, which means the press offices and PR departments of car companies have been in overdrive trying to find the wittiest way of plugging their products.
We’ve covered these efforts before on ESM but, instead, this year we’ve decided to take a completely different approach. The fact is, car advertising in the UK finds itself embattled with the Advertising Standards Authority, which takes a dim view of anything dangerous or exciting. Quite frankly, it’s amazing that we haven’t had car adverts banned from TV altogether, for fear of upsetting Britain’s Victorian morals. Read the industry guidance on car advertising and you’ll begin to understand the minefield marketing departments have to navigate.
Take, for instance, this BMW M4 Convertible advert – banned by the ASA in 2014 after a grand total of a single complaint. Yes, one person, or more likely a single safety-minded organisation, put the brakes on the advert which featured the car on road and race track. The ASA were concerned viewers might not be able to tell the difference, and thus be encouraged to drive dangerously on the public highway.
So that’s why, to celebrate the ridiculousness that are the rules imposed by the ASA, we’ve featured two videos from the incredibly talented director Alessandro Pacciani. We’ve no doubt his work would be banned instantly were it shown on TV, but that’s more of a reason to like it. Also, we were attracted to the absurdity of a Nismo-spec Nissan Patrol in the first video, and the obvious irony of a BMW M4 doing naughty things in the second one:
Consider these your welcome break from the April Fools’ adverts you’ll have endured this morning.