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MG ZR ZS ZT Technical - The ASA just got plum ridiculous ...

At least MG Rover will get their own marketing advantage from the coverage - is this nanny-state Big Brother gone mad?

Release immediate
October 31, 2001



STATEMENT IN RESPONSE TO ASA RULING

The successful MG advertising campaign, promoted in newspapers, magazines and on poster sites throughout the UK since July, has been suspended following an ASA ruling. The distinctive ‘Full Fat, High Caffeine and Maximum Strength’ ads promote the new MG ZR, MG ZS and MG ZT, but a complaint from an individual has been upheld.

The complainant felt that the abstract background, bold headline and ‘Life’s too short not to’ strap line conveyed ‘a car travelling fast, objected that they placed an undue emphasis on speed and encouraged irresponsible driving’.

John Sanders, Group Marketing Director, MG Rover, said: "We are very disappointed with this conclusion. The ads have been very popular since July, resulting in tremendous interest in the exciting and dynamic new MGs, but the reaction of an individual has changed all that.

"We make no apology for the fact that the new MG range is faithful to the MG tradition of producing genuine sports cars. Communicating the performance characteristics inherent within any MG means an inevitable dynamic association, with the excitement that comes from driving these cars.

"The MG brand is dynamic, exciting and for individuals who like to ‘live life to the full’. The advertising campaign does not talk about speed; it is designed to appeal to people who like the freedom to make their own choices and not be dictated to by the current obsession with denying oneself the pleasures of life."

Much of the ruling concerns the blurred background and spinning wheels - a technique used widely by all manufacturers to illustrate motion. The imagery of the car was intentionally pin-sharp and placed on a none-real-life background, to reduce the importance on speed.

It is unfortunate that one single individual has taken offence to our approach, particularly as it seems that the general public’s response to our MG launch has been overwhelmingly positive. Interest in the cars has been unprecedented, with thousands of orders being taken.

MG Rover will be discussing the matter with the ASA to try and understand better the basis of their judgement. It has never been our intention to encourage the use of speed in inappropriate circumstances or conditions, and this is reflected in the fact that only one complaint has been received.



Editor’s Note:

The ASA ruling applies to the poster and magazine campaign - and not the TV advertisement.

During the media launch of the new MG range, we deliberately provided off-public road facilities for journalists to test these cars and going forward, we will be offering similar opportunities to customers.





David Knowles

I agree that this is nonsense. I even fired off a quick email to the ASA expressing my opinion - an unprecedented act for me. In case anyone else feels the same, the address is: inquiries@asa.org.uk ;-)

S.
Steve H

There is a famous ad from the 70s, I have adapted it for 2001

'Your Advertising Standards Agency wouldn't like it'

Kelvin
Kelvin

So What!
MGR get a load of "FREE" air time because of the Ban. Then on with the next Ad Idea. Remember what Bad Press did for the sex pistols!
MEGA

I have to agree with Mega
This is great news
c'mon Rover lets go large!
this is superb
the new MG's are bloody fast! so lets get every campaign banned!!!
the campoaing objectives are to be out there long enough to be seen and then banned.
fantastic
= we dont give a stuff by an MG and it says a lot about you.

I suggest they get a picture/video of the 500 bhp Xpower ZT Monster doing its stuff smoke flames etc and subtly add the strap line:
"not everybody is going to like it - but who cares/- you will!"



Neil

Somebody agrees with me!
MEGA

Which also means you agree with somebody.... :o))

Keep it up MG-R. All publicity is good publicity. Only NO publicity is really bad ..... :o)) And the Zeds are really good!

Whilst there are many who outwardly will go with the flow about this "speed is a very bad thing" thing, deep in their hearts many are shouting "Go on my Son!" ... :o))

John.
John McFeely

Check out http://www.sniffpetrol.com/011012.html for MG-R's Response to the ASA :0)
Climber

This thread was discussed between 30/10/2001 and 06/11/2001

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