Second Jaguar ad banned for promoting unsafe driving

A second Jaguar advertisement has been banned in as many months for promoting speed and unsafe driving.

The video on Jaguar Land Rover's YouTube channel was titled The Art Of Villainy and featured Hollywood actor Tom Hiddleston playing a villain while driving a Jaguar F-Type.

Jaguar Land Rover said the ad was set almost entirely in an underground car park. Credit: Dave Thompson/PA

The Advertising Standards Authority (ASA) received a complaint that the ad was socially irresponsible because it featured and encouraged unsafe driving.

A 'Drive like a Villain' button was also displayed on the YouTube ad. Credit: JaguarUSA/YouTube

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Jaguar Land Rover said the ad was set almost entirely in an underground car park and that during this time the car barely moved.

The carmaker said the car only left the car park towards the end, travelling at normal road speeds and accelerated briefly along The Embankment.

The police were present during filming and the speed limit was not exceeded.

The ASA accepted that the ad focused on the car's appearance and performance rather than speed:

Whilst we acknowledged the sequences were brief, 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.

We told Jaguar Land Rover not to portray speed or driving behaviour that might encourage motorists to drive irresponsibly in future.

– ASA

Last month the ASA banned a set of four video ads on Jaguar's website showing a car travelling at speed through a tunnel and crossing over the single white lines in the middle of a road, before driving across a mountain road at night.

Last month the ASA banned a set of four video ads on Jaguar's website. Credit: JaguarUSA/YouTube

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