Twix ad banned in UK for encouraging unsafe driving

A TV ad for chocolate bar Twix has been banned for encouraging unsafe driving.

The advert shows a man with flowing hair involved in a car chase and crash that results in his and an identical, caramel-coloured car sandwiched on top of each other, like a Twix.

Five complaints issued against the advert said it encouraged dangerous driving and was irresponsible.

Mars-Wrigley, who own Twix, argued that the ad had a “cinematic presentation” and was set in a “world that was absurd, fantastical and removed from reality”, which Clearcast, the non-governmental organisation that approves adverts before broadcast, echoed.

But the watchdog the Advertising Standards Authority (ASA) ruled the ad “must not appear again” in its current form because it “condoned unsafe driving”.

While the ASA acknowledged that the stunt performed highlighted the fantastical nature of the advert, it took issue with the first half of the video that showed driving “that appeared likely to breach the legal requirements of the Highway Code”.

It said there was an “emphasis on speed” including with “fast paced beat and music” in the car chase, noting the “visible skid marks” left on the road.

Mars defended the advert, saying “the cars were shot driving at lawful speeds and any emulation would only reflect the legal and safe driving presented”.

The sweet giant, who also own M&Ms, Celebrations and Maltesers, added that Twix is known for its absurd and playful humour, which was reflected in the advert.

The final scene shows a Twix bar falling through the sunroofs of the two cars, before they drive off – still attached – and with the tagline “two is more than one”.

For its part, Clearcast told the ASA that the style of the video made it clear it wasn’t meant to be emulated nor did it suggest “safe driving was boring.”

In the ASA’s ruling, it said it told Mars “not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”