Feeds

Watchdog halts Toyota Grand Theft Auto-esque advert

CGI GT86 promo prompts reckless driving fears

The Power of One eBook: Top reasons to choose HP BladeSystem

An advert for the Toyota GT86 has been banned in the UK after the Advertising Standards Authority (ASA) judged that it glamorises reckless driving.

The Toyota 'Real Deal' ad - which was released on YouTube and shown in UK cinemas - features a virtual male who discovers 'feeling' after he hops into the driving seat of the GT86.

His sudden discovery sees him shoot off at speed through his videogame-like world, chased by a police helicopter as he follows signs to "the end of the world". There he smashes through a glass barrier onto a real road.

The ASA investigated Toyota's ad after receiving two complaints from viewers who think the ad irresponsible. It subsequently ruled in favour of the distressed duo and pulled the plug on the promotional film,

Toyota the Real Deal GT86 advert

Smashing speed

The ASA said that while it recognises Toyota's claims that the ad was set in an animated, futuristic world and that it had no intention of reflecting normal driving circumstances, nonetheless the "roads, public spaces and car featured were recognisable as such and were not significantly different from those in the real world".

More to the point, "the highly stylised nature of the ad glamorised the reckless manner in which the car was driven", it said.

It concludes that the ad was "irresponsible and condoned dangerous driving" and thus "must not appear again in its current form".

At the time of writing, the company had yet to remove the advert from the official Toyota YouTube channel. ®

Top three mobile application threats

More from The Register

next story
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Bose says today is F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.