For the second time in recent months, a Volkswagen television ad in the UK has generated hundreds of complaints. Last year it was an award-winning commercial for the VW Polo featuring a singing dog that raised the ire of some animal-loving Brits.
The dog was seen alternately singing happily or apparently quaking in fear, depending on whether it was inside or outside the confidence-inspiring Polo. That campaign generated 733 complaints but the Advertising Standards Authority decided not to investigate.
In the latest VW advertisement, which promotes the sixth-generation Golf, a fictional VW designer is attacked by himself. The stylized, Matrix-like duels take place in a VW factory and after the designer defeats his clones, a tagline tells us: Sometimes the only one you have to beat is yourself.
But, as VWs advertising agency DDB is finding out, sometimes you also have to beat a belligerent British TV-watching public. The Advertising Standards Authority has so far received 672 complaints about the ads violent nature.
This time the agency has decided to investigate whether Britains TV Advertising Standards Code has been broken.