One of Ireland’s most recognisable advertising slogans can no longer be used following a ruling by the Advertising Standards Authority for Ireland.
The complaint about the tagline was made by a Dublin-based advertising agency Owens DDB on behalf of their client, Volkswagen.
The phrase in question is ‘The best-built cars in the world.’
Although the complaint by Owens DDB was withdrawn, the ASAI still think that the phrase is too much of a sweeping statement for the brand to use. Experts appointed by the ASAI have said they can use the term ‘the best built mass-produced cars in the world.’
The advertisement that was complained about involved a dialogue between two people, one of which had traded in their Volkswagen Golf for a Toyota Auris.
CEO of Toyota Ireland Steve Tormey has said he is ‘bemused’ at the decision of the ASAI.
The new phrase certainly doesn’t have the same ring to it.
