ASA bans yet another Jaguar ad; this time for F-Type featuring Tom Hiddleston


The Advertising Standards Authority (ASA), UK has banned yet another Jaguar ad on grounds that the advert promotes speeding and unsafe driving.

Jaguar is promoting its F-type coupe through the latest ad campaign titled ‘The Art Of Villainy’ starring Tom Hiddleston who is seeing explaining what makes a great villain. He starts of the Jaguar in a garage and then drives off at high speed while quoting Shakespeare’s Richard II.

At least one Brit didn’t like the way the ad was portraying ‘unsafe’ driving and speeding and filed an official complaint with the ASA.

Read Also: Four Jaguar ads banned by ASA as they ‘might encourage motorists to drive irresponsibly’

Jaguar said that the car barely moved during the advert and to ensure that it doesn’t breach speed limits, the company had called upon policies officers during the shoot. The car maker further added that in the second part of the ad when the car is shown leaving the car park, it is shown to be travelling at normal road speeds.

Jaguar claimed that even though the car was shown as accelerating briefly, it didn’t break and speed limits.

However, ASA is of the opinion that even if Jaguar intended to focus on the looks and appearance of the car, speeding and acceleration did feature in the ad.

“Whilst we acknowledge the sequences were brief, we considered that the second part of the ad suggested that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving”, ASA said in its ruling.

“We told Jaguar Land Rover not to portray speed or driving behaviour that might encourage motorists to drive irresponsibly in future.”