An Xbox 360 TV commercial made by McCann Erickson has been banned in the UK by the Advertising Standards Authority as it felt that the ad violated TV advertising standards rules regarding ‘health and safety’ and ‘driving standard’. The commercial was banned after an anonymous solitary viewer complained to the watchdogs that the ad could instigate viewers, young men in particular, to drive dangerously.
According to an ASA spokesperson, “We were concerned that the ad gave the impression that reckless street car racing was exciting and fun, and considered that was compounded by the congratulations offered to the driver at the end of the “race” by the other young men involved. We concluded that the ad glamorized streetcar racing and could be seen to condone dangerous driving. The ad must not be broadcast again.”
The ad features a man being chased on a rooftop by two men. The man then jumps and a car chase follows. It does contain cautions telling viewers that the stunts have been done by professionals.
On behalf of Microsoft, McCann Erickson has clarified that they were keen to keep away from any possible misconception that Xbox 360 was encouraging dangerous driving. They also worked closely with the Broadcast Advertising Clearance Centre, both before shooting and in the editing phase, to produce an ad, they believed was suitable to air and in order with their own corporate social responsibility guidelines.
However, the ban is a little harsh as there are many ways people would be ‘inspired’ to drive recklessly. So the trend to blame video games for all the violence and misdeeds in the society continues…