Twix Ad Banned for Encouraging Unsafe Driving

Twix Ad Banned for Encouraging Unsafe Driving, the Advertising Standards Authority (ASA) in the UK recently banned a high‑budget television ad from the iconic chocolate brand Twix. Why? Because the ad allegedly glorified dangerous, irresponsible driving, sending the ASA into action. This surprise decision underscores an increasing sensitivity to road‑safety concerns and serves as a wake‑up call to advertisers everywhere.

Below, we dig deep into what happened, why it matters, and what the implications are for brands and viewers alike.

Table of Contents

What Exactly Happened?

The ad in question—a visually stunning commercial titled “Two Is More Than One”—features a dramatic car chase: two identical caramel‑colored vehicles weaving down a scenic road, speeding around bends, and leaving skid marks in their wake. The climax of the chase is a jaw‑dropping stunt: one car ending up on top of the other, forming a living Twix bar, complete with the tagline “Two is more than one.”

Despite its slick production values and surreal tone, the ASA received five complaints from concerned viewers. They contended that the high‑octane driving sequences—complete with visible skid marks, fast-paced music, and hand‑brake turns—promoted unsafe driving that could easily be imitated by audiences.

ASA’s Ruling: Imagination Isn’t Enough

On June 11, 2025, the ASA officially ruled the ad violated UK advertising codes by “condoning unsafe driving” and encouraged behaviours “likely to breach the legal requirements of the Highway Code.” While acknowledging the commercial’s exaggerated, fantastical nature, the ASA was particularly concerned about the early scenes that took place on ordinary roads and featured realistic driving techniques. Those motion sequences, they concluded, were too close to the real world and risked inspiring real-world imitation.

Consequently, the ASA ordered Mars‑Wrigley UK—the parent company behind Twix—to withdraw the ad and not air it in its current form.

Mars‑Wrigley Responds: A Cinematic Nod, Not a Driving Manual

Mars‑Wrigley defended the creative, emphasizing the commercial’s “cinematic presentation”, set in a purposely “absurd, fantastical and removed from reality” world. They stressed that no illegal or high-speed driving took place, claiming all scenes were shot under controlled conditions at legal speeds.

Clearcast, the UK’s pre‑broadcast advertising vetting body, echoed this sentiment, stating that the surreal setting should make it clear to viewers that the sequences are not meant to be emulated.

Despite these defenses, the ASA remains unconvinced. In its official statement, the regulator reiterated that “we told Mars‑Wrigley UK Ltd not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”

Brand Strategy Meets Safety Regulations

From “Pick a Side” to “Togetherness”

This ad is part of Twix’s recent global repositioning under the campaign “Two is more than one,” shifting away from the playful Left‑vs‑Right identity. The brand’s marketing pivot, aimed at younger audiences, hinges on togetherness and maximalist fun, portrayed through surreal visuals and nostalgic nods to 1970s car chase films.

Created by agency adam&eveDDB and directed by Vedran Rupic, the commercial fits neatly into Twix’s larger strategy to appear bold, creative, and irreverently fun. But in this case, boldness collided with regulatory concern—with both sides sticking firmly to their guns.

Why Car Ads Draw Extra Scrutiny

Twix isn’t the first to face backlash over fast-driving imagery. In the UK, Ford, Nissan, and Fiat previously had their car commercials banned for glorifying unsafe driving—such as using driving as an emotional release or exaggerating safety tech to justify reckless behavior.

Globally, regulators in countries like Canada, Australia, and throughout the EU have strict rules against showing reckless or unsafe driving in advertising. Research supports this caution: experimental studies indicate that children exposed to high-speed driving in ads are more likely to accept such behavior in real life.

These precedents highlight why a non-automotive brand like Twix found itself under intense regulatory gaze—it wasn’t just about the vehicles, but how the visuals could impact broader public safety.

The Public-Relations Crunch

Brands vs. Backlash

For Mars‑Wrigley, the ban is a mixed bag. On one hand, their ad was undeniably visually arresting—earning praise in marketing circles for its creativity. On the other, the ASA ruling forced them into a defensive posture, explaining intentions and tone rather than letting the ad speak for itself.

Viewer Response

Early public reactions have been split. Some daring marketing observers applauded the ad’s cinematic flair and surreal humor. Others criticized it for crossing the line, stating that flash and fantasy don’t excuse dangerous implications.

Regardless of stance, the controversy has turned Twix’s commercial into a viral topic—effectively amplifying its reach beyond TV screens.

Lessons for Advertisers and Regulators

For Brands

Know Your Boundaries – Even innocent fun can cross into unsafe territory. Think twice before blending real-world elements with fantasy stunts.
Regulation is Contextual – In safety-conscious markets like the UK, context matters more than intent—ads are judged by perceived impact, not just creative process.
Balance Boldness and Responsibility – Creativity wins attention, but must align with social responsibility.

For Regulators

Clarity Over Creativity – ASA’s decision reflects a commitment to prevent subtle influences that lead to risky behaviour.
Consistency – Applying past rulings—such as bans on car manufacturer ads—to seemingly unrelated brands ensures rigid standards.

Final Take: When Fantasy Meets Reality

The Twix ban may sound like a footnote in marketing lore, but it speaks to a larger truth: even lighthearted, fantastical ads can have tangible social impact. Whether or not the ad endorses dangerous behavior, the ASA’s stance is clear—imaginative visuals are not protected from real-world consequences.

Brands must tread carefully. Sequels to Twix’s cinematic ad will likely either tone down high-speed elements or reframe fantasy away from any real-world semblance. Meanwhile, marketing watchers see this moment as a reminder that creativity carries responsibilities—especially when it conflicts with safety.

    
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