ASA Adjudications

Microsoft UK Ltd
Microsoft Campus
Thames Valley Park
Reading
Berkshire
RG6 1WG
Number of complaints: 1
Date:4 April 2007
Media:Television
Sector:Computers and telecommunications
Agency:McCann Erickson

Ad
A TV ad, for the XBox 360 games console, featured a man, wearing a balaclava, being chased across a rooftop by two men before he jumped off.  Text at the bottom of the screen stated "Dramatisation.  Professional stunt.  Do not attempt".  Still being chased, the man and several others jumped into a car before speeding off.  The ad then showed a car chase through a busy city centre, with the car weaving in and out of the traffic.  Text at the bottom of the screen stated "Professional drivers.  Closed course".  The car being chased rolled and two other cars pulled up.  The driver got out of the car, removed his balaclava and gave it to one of the pursuers and was given a Police badge in return.  The pursuer put the balaclava on and got into the car.  The first man covered his eyes and started to count.  Text stated "Jump in.  Xbox 360".
Issue
A viewer believed that the ad was irresponsible because it glamorised "street racing" and might encourage viewers, young men in particular, to drive dangerously.

BCAP TV Advertising Code: 6.7;11.9.1

Response
McCann Erickson replied on behalf of Microsoft (Xbox), and said throughout the process of developing the ad they had been keen to avoid any possible misconception that Xbox was encouraging dangerous driving.  They said they had worked closely with the Broadcast Advertising Clearance Centre (BACC), both before shooting and in the editing phase, to produce an ad they believed was acceptable to air and that was also in line with their own corporate social responsibility guidelines.  They said the scenario was an analogy for computer gaming; one of friends getting together and having fun, and had nothing to do with driving.  They acknowledged that the ad had an adult context and were therefore happy with the post-9 pm timing restriction applied by the BACC.  They said they had deliberately placed prominent onscreen text in the ad to explain that all stunts were performed in controlled environments by professionals and that viewers should not attempt the stunts themselves. They pointed out that at no time in the ad were any cars shown to be exceeding the speed limit for public roads.  Xbox said they were committed to responsible console gaming and would therefore not intentionally show irresponsible behaviour in an ad.  

The BACC said they gave the ad very careful consideration and applied a post-9 pm timing restriction to keep it away from more impressionable younger viewers.  They said the text had explained that the action was a stunt set up for the purposes of the ad and not an attempt to imitate reality.  They pointed out that there was a warning that the action should not be copied, which, they believed, made clear that the ad did not condone what was shown on screen.  The BACC said there was no suggestion that the action shown was illegal in any way.  They believed it was clear to viewers that this was a well-planned stunt carried out in safe circumstances.


Assessment
Upheld
The ASA noted the on-screen text stated the events in the ad were staged and performed by professional drivers in a controlled environment and warned viewers not to attempt to copy the actions shown. However, we considered that the text reinforced the sense that the events in the ad were real, rather than fantasy, and were therefore capable of being copied.  We were concerned that the ad gave the impression that reckless street car racing was exciting and fun, and considered that was compounded by the congratulations offered to the driver at the end of the "race" by the other young men involved.  We concluded that the ad glamorised street car racing and could be seen to condone dangerous driving.  

The ad breached CAP (Broadcast) TV Advertising Standards Code rules 6.7 (Health and safety) and 11.9.1(Driving standards).


Action
The ad must not be broadcast again.


Adjudication of the ASA Council (Broadcast)

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