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Car ad misled viewers over Bond film

Watchdog criticises Ford Focus commercial


Ford Focus

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A Ford Focus commercial was criticised today for wrongly implying the car appeared in Casino Royale.

The advert included footage from the latest James Bond movie.

Two viewers complained it implied the Ford Focus Zetec Climate was used in the movie when the new Ford Mondeo model appeared in the film.

After an investigation, the Advertising Standards Authority (ASA) upheld the complaints and found the commercial in breach of the advertising code.

Ford Focus

Viewers were likely to think the Ford Focus appeared in both the Bond film clips and the rest of the advert, the industry watchdog said.

The ASA ruled: ‘We considered that, because of the difficulty in differentiating between the two cars, the ad was likely to give the misleading impression that the Focus Zetec Climate was used in the film Casino Royale, which could make it more attractive to some viewers.’

It told Ford not to show the advert again in its current form.

Responding to the complaints, the car firm said it did not believe the advert was misleading because it clearly showed the Focus Zetec Climate’s name, price and image.

Ford had an exclusive deal to promote Casino Royale in return for using Bond images in the car firm’s publicity material.

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