One Pathetic Complaint Got This Amazing Audi R8 Advert Banned

The Advertising Standards Agency has ruled that Audi's 'The Eye' R8 advert cannot be shown on TV in the UK, as it links speed with excitement

It’s rare to hear any engine noise on a car advert in the UK, so to have a 5.2-litre V10 wailing amidst all the crap about pay day loans and esoteric perfume commercials was very welcome indeed. It was all thanks to Audi’s ‘The Eye’ advert, featuring the second-generation R8, but sadly, it’s just been banned. Why? Because one person complained to the Advertising Standards Authority.

As we explained before when Honda’s ‘Keep Up’ advert was banned, the amount of complaints doesn’t really matter: if something which breaches the strict ‘Broadcast Committee of Advertising Practice Code’ is brought to the ASA’s attention, it gets the ban hammer out. And in the case of ‘The Eye’, the ASA upheld a complaint that alleged the advert “linked speed with excitement”.

In the ASA’s ruling, the organisation stated:

“Audi said they disagreed that the ad linked speed with excitement or that it was irresponsible. They said the ad was not about speed and was carefully shot (with cars travelling at speeds of less than 30 mph) and edited to avoid giving any impression of speed. Consequently, if the ad had shown excitement, it would not be linked with speed. However, Audi said the ad did not show excitement, as the dilating and contracting pupil denoted concentration and focus, which was a documented scientific phenomenon.”

The ASA disagreed with VW Group/Audi’s response, stating that: “The ad breached BCAP Code rules 1.2 (Social responsibility) and 20.3 (Rules for motoring advertisements),” the problem being that “several upward changes of gear could be heard and we considered that, without clear visual context…it was likely to be interpreted by viewers as quick acceleration.”

As a result, all that lovely V10 noise - packaged up in a slick, clever advert - has been removed from our screens. So, a hearty “thanks bro” goes out to nannying advertising regulations, and whoever had enough time on their hands to complain about an advert that really wasn’t irresponsible.

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Comments

Anonymous

Did they also completely miss the fact that it was on a race track? Where it’s perfectly legal to drive at high speed? Ugh, bet they’re all vegan too.

08/15/2016 - 12:27 |
5 | 0
Anonymous

Shame. It’s such an epic advert

08/15/2016 - 12:29 |
0 | 0
Anonymous

well, they’re not wrong. speed is very very exciting. but Jeremy and James found out that the UK has very strict rules against the depiction of speed in adverts, which is stupid and useless cause it won’t prevent us petrol heads from buying a fast car at all.

08/15/2016 - 12:29 |
1 | 0
Anonymous

Come over to the US. We have NASCAR and stuff. And we don’t get offended by “links of excitement to speed”.
BTW you’re website got offended by the other word for “stuff”.

08/15/2016 - 12:37 |
19 | 1
Alistair Jolly

In reply to by Anonymous (not verified)

Chill they’re just trying to keep the site clean

08/16/2016 - 13:41 |
2 | 3
Anonymous

There is nothing to banned the video

08/15/2016 - 12:40 |
0 | 0
pwrslide

Somebody find the guy who complained and strap him to the formula rossa roller coaster until he admits he’s a whining (synonym for cat) who will surrender his driving license for an oyster card. People like this make the world less fun !

08/15/2016 - 12:42 |
0 | 0
Anonymous

Enjoy your daily bus commute, dork

08/15/2016 - 12:46 |
3 | 0
sTreeTu

Can i complain that someone complaint that ?
Deleting this ad offend my feelings and freedom!

08/15/2016 - 12:50 |
0 | 0
Anonymous

How does one complaint even grab their attention?

08/15/2016 - 12:52 |
0 | 0