U.K. Ad For Volvo's Grand Prix-Winning LifePaint is Banned
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Volvo’s “LifePaint” won two Grand Prix at the Cannes Lions International Festival of Creativity in 2015 in the Design and Promo & Activation categories but an ad for the product has failed to pass the “legal, decent, honest, truthful” test laid down by the U.K.’s Advertising Standards Authority regulatory body.
The ad, which is still running in different forms on Volvo websites, has been banned by the watchdog for being misleading and exaggerating the performance of the product, following a complaint from a member of the public.
Designed to highlight the safety features of the Volvo XC90, Grey London’s work shows cyclists spraying their clothing, accessories and bicycles with the reflective LifePaint, then cycling around a city in the dark with the sprayed areas glowing brightly.
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