Twix advert banned for encouraging unsafe driving

A TV advert for the chocolate bar Twix has been banned by a UK ad watchdog amid claims it encourages dangerous driving.

Set to the Molchat Doma song ‘Судно (Борис Рыжий)’/’Bedpan (Boris Ryzhy)’, the ad shows a man driving down a highway in a caramel-coloured car, who is pursued by another driver. To escape the chase, he rolls his car down a hill, crashing upside down on an identical car, driven by an identical driver.

The two cars drive away on top of each other, in the style of a Twix bar, with the caption “Two Is More Than One”. Today (June 11), the Advertising Standards Authority (ASA) has ruled the ad must not be shown again on television, concurring with the five registered complaints made that it encourages unsafe driving.

BBC News reported that Twix’s owners, Mars-Wrigley, countered that the ad had a “cinematic presentation” and existed in a “world that was absurd, fantastical and removed from reality”. The one minute clip was taken down from Twix’s YouTube channel, but posted by a user on X (formerly Twitter) following the ban.

This is the “banned” Twix advert…

The Advertising Standards Authority told Mars (the owners of Twix) “not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads.”

🤣🤣🤣 https://t.co/0VA7URRmqm pic.twitter.com/bbgXkhgLqd

— Sean McGinty (@seanmcginty) June 11, 2025

The ASA cited the “emphasis on speed”, “fast paced beat and music” and “visible skid marks” as reasons the ad was banned, agreeing with the fantastical setting but ruling that the ad showed driving “that appeared likely to breach the legal requirements of the Highway Code”.

Mars-Wrigley refuted the claim, saying the cars were filmed driving at “lawful speeds”. Clearcast, a non-governmental organisation which pre-approves most British television advertising, agreed with the company, denying the ad implies that “safe driving is boring”.

Two ads made headlines last year due to being banned by the ASA: One for building society Nationwide starring Dominic West that was sanctioned for being “misleading”; and a poster campaign for Calvin Klein featuring FKA Twigs removed for being “likely to cause serious offence”. The artist denounced the decision, accusing the agency of “double standards”.

You can view the original article HERE.