An in-game ad for PepsiCo’s Mountain Dew which showed a guy snowboarding down a subway escalator, grabbing a rope attached to a train, and then grinding on the rails for several hundred yards behind it, has been banned by the U.K.’s advertising regulator.The ad—which was created by BBDO through special effects, not actual subway snownboarding—is too realistic and children playing video games who saw it might be tempted to emulate the action, the ASA said.
The tagline for the ad is “don’t Dew this at home.”
Adfreak points out that the ad has been seeded in games since 2009. After receiving complaints about the ad, Pepsi had taken steps not to place it in mobile game apps likely to be seen by under-18s. That wasn’t good enough for the ASA, however, which banned the ad completely for use in Britain.
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