Gavin Williamson, MP for South Staffordshire, has heavily criticised a decision by the Advertising Standards Authority (ASA) to ban a Jaguar Land Rover advert.
The ‘Art of Villainy’ YouTube video was released as part of JLR’s ongoing ‘good to be bad’ sequence, featuring well-known British actors playing fictional British villains.
However, the ASA has claimed the clip, which featured Tom Hiddlestone and showcased the company’s F-Type Coupe, promoted speed and unsafe driving.
In its defence, the car firm has argued that the ad was set almost entirely in an underground car park and that, during this time, the car barely moved.
It added that when the car left the car park towards the end of the ad it was shown travelling at normal road speeds and accelerated briefly along The Embankment; police were present during filming and the speed limit was not exceeded.
Gavin said: “This is the most ridiculous judgement. Having seen the advert, I can think of no reason why it should be banned by the ASA. At no point did the driver in the clip exceed the speed limit and there was even text on the video screen stating ‘Professional Driver. Closed Course. Always obey speed limits.’ How much more explicit can you be?
“This decision shows the ASA to be out of touch and not working in the best interests of either businesses or the public. It should be supporting these incredible products, the engines of which will shortly be produced here, in South Staffordshire, at the i54 business park.”