Twix Ad Banned Over Unsafe Driving Concerns
A UK television advertisement for Twix has been banned after the Advertising Standards Authority (ASA) ruled it promoted irresponsible driving, despite being presented in a humorous and fantastical tone.
The ad depicted a man in a caramel-coloured car engaged in a high-speed chase that culminates in a crash, with two identical cars stacked on top of each other—visually mimicking the two-layered Twix bar. In response to five complaints, the ASA reviewed the video and determined that it condoned unsafe driving, ordering that it must not be aired again in its current form.
Mars-Wrigley, which owns Twix, defended the advert, calling it an “absurd, cinematic” depiction and claiming all scenes were filmed at lawful speeds. Clearcast, the body responsible for pre-approving adverts in the UK, agreed with this interpretation, maintaining the stylized nature made it clearly fictional.
However, the ASA highlighted that the ad’s first half presented speeding, skid marks, and aggressive driving, creating the impression of real-world danger. The accompanying fast-paced music and visuals emphasized speed, something the ASA said breached Highway Code standards.
The final moment of the commercial, showing a Twix bar falling through the sunroof of the crashed cars with the tagline “two is more than one”, did not alter the ASA’s judgment.
Mars, known for its playful branding with products like M&Ms and Maltesers, said Twix’s “absurd humour” was core to the brand identity. However, the ASA concluded that even stylized or humorous ads must not depict behavior that could influence unsafe real-life actions.
The ASA’s ruling reinforces its stance that ads must not encourage conduct that breaks legal road safety rules, regardless of context or tone. Mars has been instructed to ensure future ads avoid similar portrayals of reckless or illegal driving.
