BMW advert banned

BMW has been running an international television commercial in most major markets across the globe since the launch of its new Z4 roadster (see our road test here).

However the TV advert, which depicts a Z4 convertible driving around inside a warehouse with paint on its wheels, has drawn two complaints in Australia and has been subsequently removed.

The first complaint reads: "I would like to make a complain (sic) about and advertisement on Channel 9 screened on 12 May 09. I am referring to the BMW car advertisement that I believe would encourage car "Hoons" to spin and burn their tyres on public roads. You will have to see the full add to understand my complaint and argument. I have already complained to Channel 9."

The second complaint reads: "This is a formal complaint regarding the BMW Z4. It appeared over the weekend on Foxtel. The vehicle is shown doing 4-wheel drifts (sustained loss of traction). You can see the tyre marks in red in the second image. This is a very serious driving offence in all Australian jurisdictions. The offense attracts heavy penalties and Demerit Points."

Australia is the only television market in the world where the advert has been banned, a fact that BMW Australia's PR & Corporate Communications Manager Toni Andreevski said was not surprising, considering that it only takes one complaint to force the Advertising Standards Bureau to take action.

Andreevski said he believed the banning of the advert on Australian television was an "overreaction", adding that BMW has a strong history of driver training in Australia.

The banned advert, which can be viewed from clicking this link, shows a BMW Z4 creating a work of art as it skids across a giant canvas, its tyres coated in paint.

Mr Andreevski added that "Art is about pushing boundaries" and was disappointed that Australia was the only place in the world to ban the advert from screening on television.

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