The ASA decision not to uphold the 5 complaints about a Jaguar TV commercial which shows the F-Type taking some tight corners is a welcome development for automotive advertising. The decision shows that Jaguar and its agency, Spark44, clearly took great care when creating the TVC to stay on the right side of line, literally and metaphorically. The adjudication also demonstrates the importance of a carefully crafted, detailed response to an ASA investigation if you want to achieve the best result. Finally, it is a welcome example of the ASA resisting the temptation to take the easy option and uphold a complaint.

Watch a full length version of the ad here: