June 29 2009   Source: TheMotorReport.com

Advertising Watchdog Group Says Z4 Campaign is Hoonage

By now we've all seen BMW's unique ad campaign for the new Z4. Known as "The Expression of Joy," the commercial shows the new Z4 being used as a rolling paintbrush on a 100-by-200-foot "canvas" to express the joy and spontaneous emotion of driving the new BMW roadster. The concept is the genius of South African artist Robin Rhode.

Judging by the reaction from the Australian Advertising Standards Bureau, who have canned the ads, you might think Robin Rhode is a Formula D champion. Apparently enough uptight Aussies were able to have the campaign halted because its display of the car's tires slipping on the canvas as it fights for grip with paint-soaked tires is a violation of the codes policy against acts of hoonage.

BMW has complied with the request, but stated, "We believe our TV and Online commercial fully comply with the FCAI Voluntary Code of Practice for Motor Vehicle Advertising and can be clearly distinguished by the viewer as an artistic performance and not reality.

"The performance takes place in a controlled environment (a studio warehouse) which is clearly shown at the beginning of the TVC. The car drives across the canvas creating patterns with paint — it does not suggest a real-life driving situation.

"It is clear from the driver's expression that he is concentrating on creating a specific result and not driving recklessly. There is no sign of the driver being out of control. . . art is the context of the campaign."

See for yourself and decide...

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