Rover’s advertising has again courted controversy, with Ammirati
Puris Lintas’s latest TV work for the car company drawing a number of
complaints from viewers.
According to the Independent Television Commission’s latest Television
Advertising Complaints report, 15 viewers objected to the irresponsible
way that the ad, for the Rover 200, shows a man driving when angry.
The ad features a young business executive whose big idea has been
He snatches his car keys and jumps into his car before taking a number
of deep breaths and starting the engine. After a short drive he returns
to the office relaxed, rejuvenated and with a better idea.
Some viewers felt that it was irresponsible to show someone driving when
angry or to portray driving as a way of combating anger or dealing with
However, the complaints were rejected by the ITC, which felt it was
clear from the ad that the driver had calmed down before starting the
engine and was steady and in control at all times.
The ad is the latest in a campaign that pushes Rover cars as the
ultimate in relaxation. An earlier film in the series hit the headlines
in June for its portrayal of a hostage being handed over and driven away
in a Rover 600. The ad was withdrawn by Rover after a number of
high-profile complaints, including some from the families of
Saatchi & Saatchi’s latest work for Schweppes Sparkling attracted 23
complaints from viewers for glamorising theft. The ad shows a South
African diamond miner smuggling a diamond out in a Schweppes can.
Viewers complained that the ad could encourage theft.
However, the Broadcast Advertising Clearance Centre had insisted on the
inclusion of the sound of a police siren as the thieves drove away. The
ITC felt the style of the ad was similar to action films which were
recognised as fantasy. Again the complaints were not upheld.