Jag ad

Jaguar's latest big budget YouTube advert has been banned after the Advertising Standards Authority (ASA) deemed that the commercial "might encourage motorists to drive irresponsibly".

The James Bond-style advert is the latest in the line of Jaguar's "Good to be bad" series and features actor Tom Hiddleston driving into an underground car park and explaining how to act like a villain – and why British actors are so good at it. Hiddleston later drives out of the car park and onto the open road.

Beginning with the line, "They say that Brits play the best villains", this ad was deemed to suggest "that the car was being driven at excessive speeds and that the ad therefore encouraged irresponsible driving," according to the ASA.

The authority continued in its judgment: "We told Jaguar Land Rover not to portray speed or driving behaviour that might encourage motorists to drive irresponsibly in future". The noise of acceleration "appeared to suggest significant speed."

Jaguar retorted that "during this time [in the car park] the car barely moved". The manufacturer went on to say that the car can be seen driving at "normal road speeds" and only "accelerated briefly", reported The Guardian.

Take a look at the video below to see whether you think it promotes irresponsible driving.