The ASA decision not to uphold the 5 complaints about a Jaguar TV commercial which shows the F-Type taking some tight corners is a welcome development for automotive advertising. The decision shows that Jaguar and its agency, Spark44, clearly took great care when creating the TVC to stay on the right side of line, literally and metaphorically. The adjudication also demonstrates the importance of a carefully crafted, detailed response to an ASA investigation if you want to achieve the best result. Finally, it is a welcome example of the ASA resisting the temptation to take the easy option and uphold a complaint.
Watch a full length version of the ad here: https://www.youtube.com/watch?v=saZnWifExy0
A TV ad for the Jaguar F-Type car, seen in early June 2017, showed the car being driven on an otherwise empty road through a rugged, mountainous and misty landscape. The ad included close-up shots and wider shots of the car being driven through the landscape, accompanied by audio of the car’s engine noise. A slow motion sequence included shots of the driver and a wide shot of the car approaching a tight corner. A final shot showed the car from behind as it approached a blind corner in the mist. That was followed by a blank black screen on which the claim “DON’T JUST TAKE THE CORNER. OWN IT” appeared.