One Pathetic Complaint Got This Amazing Audi R8 Advert Banned

The Advertising Standards Agency has ruled that Audi's 'The Eye' R8 advert cannot be shown on TV in the UK, as it links speed with excitement

It’s rare to hear any engine noise on a car advert in the UK, so to have a 5.2-litre V10 wailing amidst all the crap about pay day loans and esoteric perfume commercials was very welcome indeed. It was all thanks to Audi’s ‘The Eye’ advert, featuring the second-generation R8, but sadly, it’s just been banned. Why? Because one person complained to the Advertising Standards Authority.

As we explained before when Honda’s ‘Keep Up’ advert was banned, the amount of complaints doesn’t really matter: if something which breaches the strict ‘Broadcast Committee of Advertising Practice Code’ is brought to the ASA’s attention, it gets the ban hammer out. And in the case of ‘The Eye’, the ASA upheld a complaint that alleged the advert “linked speed with excitement”.

In the ASA’s ruling, the organisation stated:

“Audi said they disagreed that the ad linked speed with excitement or that it was irresponsible. They said the ad was not about speed and was carefully shot (with cars travelling at speeds of less than 30 mph) and edited to avoid giving any impression of speed. Consequently, if the ad had shown excitement, it would not be linked with speed. However, Audi said the ad did not show excitement, as the dilating and contracting pupil denoted concentration and focus, which was a documented scientific phenomenon.”

The ASA disagreed with VW Group/Audi’s response, stating that: “The ad breached BCAP Code rules 1.2 (Social responsibility) and 20.3 (Rules for motoring advertisements),” the problem being that “several upward changes of gear could be heard and we considered that, without clear visual context…it was likely to be interpreted by viewers as quick acceleration.”

As a result, all that lovely V10 noise - packaged up in a slick, clever advert - has been removed from our screens. So, a hearty “thanks bro” goes out to nannying advertising regulations, and whoever had enough time on their hands to complain about an advert that really wasn’t irresponsible.


Nissan 420sx

People nowadays get offended by an Audi R8 accelerating in an advert.. what the f*ck is happening

08/15/2016 - 08:32 |
372 | 0

Welcome to the modern world. Have a nice stay.

08/15/2016 - 08:54 |
45 | 0

Yes what is the world coming to?
Damn regulations!
We can’t get get an advert with that luscious V10 sound because of these rules

08/15/2016 - 09:02 |
20 | 0


08/15/2016 - 09:49 |
206 | 0

i sent them a complaint about them banning it :’)

08/15/2016 - 12:19 |
29 | 0

an Audi R8
not a Audi R8

08/15/2016 - 14:45 |
5 | 0
llP VeIoclty

This truley is pethatic and ridiculous. Whoever complained must have no excitement in their lives

08/15/2016 - 08:37 |
47 | 0

I bet that he drives a polo

08/15/2016 - 14:49 |
14 | 0
Andrea Nope

I would love to hear about this person’s road history, because I’m sure as hell that he broke uncountable road laws or DUI’d multiple times. The world is full of hypocrites.

08/15/2016 - 08:37 |
17 | 0

Our adverts had the same problem…. We don’t go on TV anymore. Too exciting.

08/15/2016 - 08:48 |
123 | 0


08/15/2016 - 10:46 |
3 | 0

Classic Disklok being Disklok lmao.

08/15/2016 - 12:50 |
0 | 0

Oh Disklok

08/15/2016 - 14:52 |
26 | 0

So, they’re not allowed to tell the truth about speed being exciting?
I hate this country.

08/15/2016 - 09:01 |
15 | 1

Why do you think I stick to YouTube nowadays?

08/15/2016 - 09:02 |
1 | 1
Andy 1

In reply to by Anonymous (not verified)

Did this one air on tv too? I remember it being on at the cinema but can’t remember if was on tv or not

08/15/2016 - 12:40 |
0 | 0

Get the R8 and drive it 24/7 outside the complainer’s house until he gets very annoyed indeed.

08/15/2016 - 09:05 |
34 | 1
Emil Mølhave Pedersen

In reply to by Speciale!

That’s sadistic… And I like it

08/15/2016 - 10:22 |
16 | 0

Here, have a cookie

08/15/2016 - 19:05 |
0 | 0

Why does it have to be a he?

08/16/2016 - 02:02 |
0 | 0
Darude Her Right In The Sandstorm™

In reply to by Speciale!

1 R8 isn’t enough, we need more.

08/16/2016 - 04:36 |
2 | 0

The problem is not really the person who complained… there will always be someone to complain… The real problem is the authority (ASA here) that gave reason to that person!

08/15/2016 - 09:19 |
5 | 0


Sponsored Posts