A recent Mars TV and video-on-demand (VOD) ad for Twix has been banned by the Advertising Standards Authority (ASA) for encouraging unsafe driving.

The ad, which aired in March, showed a man being chased by another car before driving off-road, crashing through a barrier, and tumbling down a hill in dramatic fashion.

The scene then cut to a surreal moment where the crashed car appeared on top of an identical vehicle at the bottom of the hill. The two cars, with the same man shown in both, then drove off together, prompting the line: “Two is more than one. Twix”

The ASA said five viewers complained that the ad promoted reckless driving. In response, brand owner Mars Wrigley said the ad was meant to be fantastical and cinematic, not something viewers would see as real or try to copy.

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They said the chase scene was shot legally, and the rest of the ad used exaggerated stunts and visual effects to highlight Twix’s playful tone. They pointed to the brand’s long-standing humorous style and said the slogan was clearly meant to be tongue-in-cheek.

Clearcast, which approves ads for TV, also backed the company, arguing that the fantasy tone made it obvious the scenes weren’t meant to be taken literally.

But the ASA disagreed, saying, while it accepted the ad had some surreal moments, the regulator said the early scenes, showing a realistic road and a high-speed pursuit, encouraged dangerous driving. It said the music, skid marks and handbrake turn added to the impression that the chase was meant to be exciting and impressive.

The ASA concluded that the ad “condoned unsafe driving” and could be seen to promote behaviour that would breach the Highway Code. The advertising watchdog said the ad must not run again in its current form. Mars Wrigley has been warned not to show irresponsible driving in future campaigns.