A PRACTICAL joke TV ad with ex-F1 ace David Coulthard has been BANNED.
The prank insurance advert featuring DC disguised as a taxi driver was meant to promote the value of safe driving.
As he skidded, swerved, spun, jumped and raced around suburban streets, the idea was that drivers would be won over by the value of safe driving.
However, insurance company Aviva seriously misunderstood the impact of the commercial.
For advertising watchdogs said the effect was actually to promote dangerous and reckless driving.
And the Advertising Standards Authority (ASA) has responded to 58 complaints by banning the ad from the small screen.
The decision is a huge embarrassment for the insurance company, given that the point of the commercial was to promote its Aviva Drive app that is designed to reward safe drivers with a reduction in their premiums.
The TV advert carried on screen text warning people should not try to recreate what was as an ‘extreme driving experiment’ filmed in a ‘controlled environment’.
After the racing driver revealed his true identity to the alarmed passengers at the end of the stunts, a voice-over stated: ‘Paying for other peoples’ bad driving.
‘There’s no excuse for that. At Aviva safer drivers could save an average of £170 on our car insurance. Download the Aviva Drive app to see if you could save.’
The app monitors a motorist’s driving skills and gives a score out of 10, which determines how much consumers could save on their car insurance with Aviva.
The ASA said the high speed and stunts performed by the car overshadowed the message in the warnings that appeared on screen.
It said: ‘The manner in which the car was driven was extremely reckless and given it was performed in a regular vehicle and on public roads whilst showing other vehicles to be in motion, were scenes that could potentially be emulated by viewers, putting themselves and others at a significant risk of danger by driving hazardously and in an irresponsible manner.
‘Because of that, we considered that the ad had featured reckless driving behaviour on public roads and therefore concluded that the ad encouraged dangerous and irresponsible driving.’
In a ruling published today, it said: ‘The ad must not appear again in its current form. We told Aviva UK Digital Ltd that their advertising must not encourage dangerous and irresponsible driving.’
In its defence the insurance company said the David Coulthard commercials were actually part of a broader campaign driven out of a social purpose to help make Britain’s roads safer.
The firm said the depiction of bad driving through an extreme taxi journey was intended to make the point that safer motorists should not have to pay for other people’s bad driving, but should be rewarded.
It insisted the stunts were not intended to encourage or condone dangerous and irresponsible driving, but to denounce and discourage it.