BMW's 'Luxury Just Lost its Manners' ad banned


A BMW advert designed to appeal to bad-mannered businesspeople has been banned by the Advertising Standards Authority.

The ad, which was titled "Luxury Just Lost its Manners" was crafted to help the German car giant sell the latest BMW 760Li xDrive, and appeared in the Telegraph newspaper.

It explained that the luxurious saloon could sprint from 0-62mph in a staggering 3.7 seconds courtesy of its 602bhp, 6.6-litre V12, adding that "for some, the climb to the top is quicker".

Following a complaint, the ASA ruled that the ad contradicted rules that state car firms are not allowed to sell cars using speed.

The organisation also stressed that the advert was in breach of the Highway Code, which states that motorists must not drive without reasonable consideration for other road users.

According to the ASA ruling, BMW claimed it had included the car's specifications in order to inform consumers.

The manufacturer also stated that as the target market for the vehicle was "high-net-worth business leaders", the claim "for some, the climb to the top is quicker" was not a reference to the car's acceleration, but rather to its audience climbing to the top of their careers.

BMW added that the "luxury just lost its manners" claim was no more than "advertising puffery" and wasn't linked to irresponsible driving, but was intended to convey that the 760Li offered luxury and refinement, as well as high-performance driving dynamics.

The Telegraph also believed the ad didn't focus on speed, highlighting the fact that 62mph was below the UK motorway speed limit.

However, the watchdog ruled: "We considered that the cumulative effect of the claim 'Luxury just lost its manners', the vehicle's acceleration and power statistics, and the claim 'For some, the climb to the top is quicker' made speed and acceleration the main message of the ad. We therefore concluded that the ad breached the Code."