ITC gives Rover ad all-clear

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.

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

rejected.



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

stress.



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 The ad was withdrawn by Rover after a number of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

hostages.



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.



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