Twix Ad Sparks Controversy: Is Fantasy Worth the Reckless Risk?

A recent Twix television advertisement has been banned due to concerns about promoting unsafe driving practices. The ad features a dramatic car chase with a man sporting long hair, culminating in a crash that results in two identical caramel-colored cars becoming sandwiched together, resembling a Twix bar. This controversial scene provoked five complaints that highlighted its potential to encourage dangerous behavior on the roads.

Mars-Wrigley, the owner of Twix, defended the ad’s depiction, asserting that it possessed a ’cinematic presentation’ and existed in a ’’fantastical world’’ far removed from reality. This sentiment was partially supported by Clearcast, which evaluates advertisements prior to their airing. However, the Advertising Standards Authority (ASA) ruled that the ad cannot be shown in its current form, as it was deemed to condone unsafe driving behaviors.

While the ASA recognized that the latter part of the ad emphasized its absurdity, it expressed concern regarding earlier scenes that illustrated what could be interpreted as violative driving practices against the Highway Code. They pointed out an emphasis on speed, highlighted by fast-paced beats and music, and the visual representation of skid marks on the road.

In response to the ruling, Mars maintained that the cars were filmed driving at lawful speeds, insisting that any viewer emulating the actions from the ad would only reflect legally compliant driving behaviors. They reiterated that Twix’s brand is built upon playful humor, which the ad was intended to evoke. The ad concludes with a whimsical scene of a Twix bar descending through the sunroofs of the two cars, leaving the audience with the tagline “two is more than one.”

In their decision, the ASA urged Mars to refrain from producing ads that might encourage or condone irresponsible driving behaviors in the future, emphasizing their commitment to promoting road safety.