A Twix chocolate advertisement has been prohibited from broadcast after the Advertising Standards Authority ruled it condoned unsafe driving practices following viewer complaints about irresponsible content.
The Advertising Standards Authority (ASA) has banned a television commercial for Twix chocolate bars after determining it promoted dangerous driving behaviour.
What the advert showed
The advertisement, titled “Two is More Than One”, featured a dramatic car chase sequence where a man drives off a road, tumbles down a rocky hillside, and crashes upside down onto an identical caramel-coloured vehicle. The stunt created a visual representation of the chocolate bar’s twin structure, with both cars driving away whilst stacked together.
The commercial concluded with a Twix bar falling through the sunroofs of the conjoined vehicles, accompanied by the tagline “two is more than one”.
The complaints and ruling
Five viewers lodged formal complaints with the ASA, arguing the advertisement encouraged dangerous driving and displayed irresponsible behaviour. The complainants felt the content promoted unsafe driving practices that could be emulated by viewers.
Despite acknowledging the advert contained “fantastical elements”, the ASA upheld the complaints. The authority stated: “We considered the emphasis on a chase, and the speed inherent to that, and the driving manoeuvres featured would be dangerous and irresponsible if emulated in real life on a public highway”.
The watchdog specifically highlighted the “emphasis on speed”, “fast-paced beat and music”, and “visible skid marks” left on the road as evidence of dangerous driving depicted in the commercial.
Mars Wrigley’s defence
Mars Wrigley, the confectionery company behind Twix, defended the advertisement as having a “cinematic presentation” set in an “absurd, fantastical world removed from reality”. The company argued the scenario was “clearly exaggerated” and “not possible in reality”.
The firm emphasised that Twix’s brand identity centres on absurd and playful humour, which the advertisement reflected. They maintained the cars were shown “driving at lawful speeds” and any emulation would only reflect “legal and safe driving”.
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Final decision
The ASA ruled the advertisement “must not appear again” in its current form and instructed Mars Wrigley “not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code”.
Mars Wrigley responded: “We always take pride in maintaining high standards across all our communications and every advert we produce is submitted for approval through the appropriate review channels. In our view, this particular advert adopts a fantastical tone that is neither realistic nor intended to be imitated”.
The company added they are “reviewing the ruling carefully in order to work collaboratively towards a resolution”.
