Twix advert banned by ASA for “condoning unsafe driving”

he ad, called Two Is More Than One, shown across UK channels, features a high-speed car chase that ends in a crash, with two caramel-coloured cars stacked like a Twix bar. Credit: TWIX/Youtube

The Advertising Standards Authority (ASA) has banned a Twix TV advert after viewers complained it promoted unsafe driving. The ad, called Two Is More Than One, shown across UK channels, features a high-speed car chase that ends in a crash, with two caramel-coloured cars stacked like a Twix bar.

Viewers submitted five complaints, claiming the commercial encouraged dangerous and irresponsible driving. Mars Wrigley, which owns Twix, defended the ad, describing it as a “cinematic presentation” set in a “world that was absurd, fantastical and removed from reality.” Clearcast, the organisation responsible for pre-broadcast approval of advertisements, supported this position.

ASA ruling

Despite this, the ASA ruled the advert “must not appear again” in its current form because it “condoned unsafe driving.” The watchdog acknowledged the fantastical final stunt but expressed concern over the early scenes, which featured realistic roads and a high-speed pursuit that appeared likely to breach the Highway Code. The regulator highlighted elements like music, skid marks and a handbrake turn that made the chase seem exciting and encouraged imitation.

Mars Wrigley maintained its position, stating: “The cars were shot driving at lawful speeds and any emulation would only reflect the legal and safe driving presented.” The confectionery giant, who also own M&Ms, Celebrations and Maltesers, emphasised that Twix is known for its “absurd and playful humour,” reflected in the advert’s tone.

The banned advert concludes with a Twix bar dropping through the sunroofs of the two cars, which then drive off attached, paired with the tagline: “Two is more than one. Twix.”

In its ruling, the ASA reminded Mars Wrigley not to “condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”

Mars Wrigley UK statement

In response to the ASA’s ruling, a Mars Wrigley UK spokesperson said: “We always take pride in maintaining high standards across all our communications and every advert we produce is submitted for approval through the appropriate review channels.

“In our view, this particular advert adopts a fantastical tone that is neither realistic nor intended to be imitated. Nonetheless, we take our responsibility as an advertiser seriously and never intended to cause any offence or concern, so we are reviewing the ruling carefully in order to work collaboratively towards a resolution.”