A new billboard for Mini Cooper in Soweto has caused a bit of drama after residents complained that the ‘Drive It Like It’s Stolen’ tagline is distasteful. The billboard features an outline of a Mini Cooper, with a large hole where the car is supposed to be and “Drive it like its stolen!” written in red and white.
According to BMW, the owners of Mini, the billboard was a tongue-in-cheek reference to the previous Mini Cooper billboard it had put up, which had actually been stolen.
Ad people maybe trying to be too clever there i think.
“Two Johannesburg residents, Macbeth Ngema and Candice Nene, took umbrage with the “insensitive” advert, saying it “promotes and glorifies the stealing of cars, speeding and reckless driving”.
The billboard was distasteful, said Nene.”
“Ngema and Nene complained to the Advertising Standards Authority about the “irresponsible and offensive” advert, but the authority decided not to rule on the matter after BMW promised not to use the offending phrase again. The authority also noted the billboard had – subsequent to the complaints – been stolen.” [TimesLIVE]
What do you reckon?