The ad in question shows a runner, flamenco dancer, jockey and skier before cutting to the Range Rover Sport driving quickly throuh a city in a series of rapid shots, ending with the strapline "Play hard".
Three viewers complained to the Advertising Standards Authority that the ad suggested driving in the city could be regarded as an exhilirating sport.
The BACC defended the ad saying that its main message was not speed but rather showing people making the most of their leisure time, such as the runner shown exercising in the woods, not on a track, and a jockey jumping a fence, not racing to the finishing line.
Further it said that each scene of the car was not shown racing through the city, but at a mundane speed with sharp cuts to show how the vehicle could perform as part of leisure time alongside one of the other pursuits.
However, the ASA ruled the sharp cuts in the ad gave the impression that the care was moving quickly.
"The fast pace was further enahnced by the dramatic music and preceding shots, which all showed intence physical acitivity taking place at speed. We considered that the overall impression of the ad to be that it was fun and exhilirating" to drive the car fast through urban areas. We therefore considered it capable of encouraging or condoning fast or irresponsible driving," the watchdog said.
It concluded that the ad was in breach of the CAP TV advertising rules on driving standards and automotive advertising and must not be shown again in its current form.
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