BMW advert banned after complaints

AN advert for BMW has been banned for condoning irresponsible driving with the tagline “Luxury just lost its manners”.

The national press advert for the BMW 760Li xDrive also highlighted the car’s ability to reach 62mph in 3.7 seconds, with text reading: “For some, the climb to the top is quicker”.

A reader complained that BMW made speed the main message of the advert and noted the “Luxury just lost its manners” line appeared to contradict the Highway Code, which prohibits driving without reasonable consideration for other road users.

BMW said their target audience for the vehicle were ambitious, high net worth business leaders, and the claim that “For some, the climb to the top is quicker” was a reference to their career progression rather than the car’s acceleration.

The Advertising Standards Authority upheld both complaints.