Twix's latest ad features a comically absurd car chase, leading to its swift ban by the Advertising Standards Authority (ASA) for allegedly promoting dangerous driving. Despite Twix's defense that the ad was purely fantastical and unrealistic, it received five complaints that prompted the ban. This incident highlights a growing tension in advertising about the balance between creative expression and safety concerns, as consumers are left to ponder whether to view ads as mere entertainment or responsible messaging regarding real-life behavior.
At its core, Twix's campaign has all the qualities of a great ad - storytelling, subversion, and suspense. It's disappointing to see a creative ad censored for a fictional action scene.
The lead driver veers off a cliff in what seems like a death sentence, only to land upside down on an identical getaway car driven by his twin. It's ridiculous, unconventional, and everything I'd want from a Twix ad.
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