UK TV Ads?

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    Morris Motors

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    UK TV Ads?

    Post by Morris Motors on Thu May 23, 2013 2:40 pm

    MG retweeted a tweet from these people today saying they had a meeting this afternoon: http://tinkertaylor.tv/

    TV ad makers?
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    Windy
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    Re: UK TV Ads?

    Post by Windy on Fri May 24, 2013 3:17 am

    The MG3 is not far away, that company also does web graphics though...

    Morris Motors

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    Re: UK TV Ads?

    Post by Morris Motors on Fri May 24, 2013 4:37 am

    Yes, I was thinking they ought to have got all that sorted a bit earlier... unless launch is delayed *again*
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    patpending

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    Re: UK TV Ads?

    Post by patpending on Fri May 24, 2013 8:48 am

    I thought I would check who the agency is, and one of the newer stories is about a challenge to "designed and engineered in Britain"

    But is the agency really Doner Ltd.? And who are complainants Clearcast?

    Ad

    A TV ad for a car stated "There's something new on the road, MG6, the first all-new MG for 16 years. Designed and engineered in Britain".

    Issue

    The complainant challenged whether the claim "Designed and engineered in Britain" was misleading because it implied that the car was manufactured in Britain, whereas he understood that only the final assembly was done in Britain, with the majority of the manufacturing process taking place in China.
    BCAP Code
    3.13.23.9

    Response

    MG Motors UK Ltd (MG) did not believe that the ad made any claim whatsoever about the manufacturing or building of the car. They said the car was designed from a clean sheet of paper and engineered in the UK by their UK engineering team, now based in Birmingham.

    Clearcast said they understood that the engines and body work of the car were made in China and final assembly was carried out in Longbridge, Birmingham. They said that the Longbridge facility also housed the design and engineering headquarters of the MG Motors. They said the manufacturing in China was done to the design and engineering specifications from the Longbridge facility. Because the component parts that were manufactured in China and assembled in Longbridge were also designed and engineered in Longbridge to begin with, Clearcast believed that the ad was not misleading.

    Assessment

    Not upheld

    The ASA noted that the manufacturing that took place in MG's plant in China was done to the specifications set by their design and engineering team based in Birmingham. We also noted that the complainant believed that the word "engineered" in the ad would not be understood to mean "designed", since this had already been stated, and therefore believed “engineered”, in this treatment, implied “manufactured”.

    We acknowledged that “engineered” could be understood to mean “designed”, but we did not consider that the average consumer would infer from the claim “designed and engineered in Britain” that the car was built in Britain. We considered that there was a difference between engineering and designing and that engineering could relate to the more technical aspects involved in designing a car. Because we considered that the ad did not imply the car was manufactured in Britain, we concluded that the claim did not mislead.

    We investigated the ad under BCAP Code rules 3.1 and 3.2 (Misleading advertising) and 3.9 (Substantiation) but did not find it in breach.

    Action

    No further action necessary.

    http://www.asa.org.uk/Rulings/Adjudications/2011/8/MG-Motor-UK-Ltd/SHP_ADJ_160951.aspx

    Doner Ltd exist and also handle Chrysler and Alfa Romeo:

    http://www.doner.co.uk/our-work/
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    Windy
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    Re: UK TV Ads?

    Post by Windy on Fri May 24, 2013 9:32 am

    patpending wrote:And who are complainants Clearcast?
    They clear ads for broadcast, or don't clear them as the case may be.

    "the organisation that pre-approves UK TV advertising"

    but they were not the complainant.
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    patpending

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    Re: UK TV Ads?

    Post by patpending on Fri May 24, 2013 10:32 am

    Thanks.

    That's 2001 posts now!

    Morris Motors

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    Re: UK TV Ads?

    Post by Morris Motors on Fri May 24, 2013 10:39 am

    This is the strange thing about MG - some people are so vehemently, fanatically opposed to them its really bizarre. How bothered would you have to be to take them to the ASA over a small line on their adverts??

    A line which, quite obviously, is completely fair and accurate.

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