A Twix television advert has been banned by the UK’s advertising watchdog for showing unsafe driving. The ad showed two caramel-coloured cars in a dramatic chase that ended in a crash. The two cars ended up stacked on top of each other just like a Twix bar.
The Advertising Standards Authority (ASA) said the ad was irresponsible and could encourage dangerous behaviour. The ad can no longer be shown in its current form.
What Is It?
The advert, made by Mars-Wrigley, showed a man with long flowing hair speeding through streets in a car. The style was made to look cinematic, with fast music, sharp turns, and visible skid marks on the road.
The ad ended with the two cars both looking like Twix bars sandwiched together, with a real Twix bar falling through the sunroof. The slogan was: “Two is more than one.”
While the makers claimed it was absurd and not real, the ASA said the early part of the ad looked too much like real driving and could break Highway Code rules.
So What?
This ad matters because safety in advertising is taken seriously. Even if something looks fun or silly, it can still be seen as dangerous if it’s not clearly fantasy.
The ASA received five complaints from viewers who thought the ad promoted risky driving. The watchdog agreed, especially with how the car chase was filmed.
They said the speed, music, and camera angles made the chase feel real – and that could influence drivers, especially younger ones.
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Key Implications
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The ad is banned in its current form and must not be shown again.
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Brands must be careful not to glorify unsafe behaviour, even in playful or silly ways.
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The ASA is sending a message to advertisers: stick to the rules when showing cars, roads, or stunts.
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Mars-Wrigley now needs to review its ad strategy for Twix and make sure future ads stay within safety limits.
Practical Takeaways
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If you work in advertising or marketing, avoid showing anything that looks like reckless driving, even if it’s meant to be funny.
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When making an ad with action or humour, clearly show it’s not meant to be real or copied.
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Brands with younger audiences, like sweet companies, should be extra cautious about what they show.
Final Thoughts
The Twix ad was meant to be fun, creative, and light-hearted. But the line between fiction and reality matters, especially when it involves driving.
The ASA’s decision shows how important it is to balance creativity with responsibility. A good ad can be funny without putting real lives at risk.
As brands compete to stand out, it’s key to remember: rules exist for a reason – especially when public safety is involved.
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