The advert has already appeared in cinemas across the UK and on YouTube, and it’s likeness to the game ‘Grand Theft Auto’ led to two viewers complaining. The concerned duo were worried that the advert was irresponsible, because it featured a video game style character speeding in a car. The ASA ruled in favour of the complaining couple, and Toyota’s promotional film was no more.

But what was so offensive about it?

The controversial ad features a CG male driver, who discovers the five senses and a world of ‘feeling’, upon hopping into the GT86’s driver’s seat. The excitement inevitably causes him to burn off down a virtual road, with a police helicopter in hot pursuit. Signs warn him of “the end of the world”, but that doesn’t stop him, as he drives onto a real life road – but not until he’s smashed through the glass barrier separating the two realities.

Toyota argued that its advert was set in a virtual CG world, with no bearing on conventions of real-life driving. However, the ASA ruled that the virtual world in the advert was a little too close to the ‘real world’, with roads and other features being easily recognisable.

Whilst some have likened the advert to the game ‘Grand Theft Auto’, the only illegal content in the ad is the virtual driver exceeding the speed limit. No looting or guns appear to be involved.

The ASA said that the imagery of the advert actually glamorised reckless driving, to the extent that the whole promotional film was tantamount to condoning dangerous driving. If you haven’t seen the advert yet, you can make up your own mind as it’s still on Toyota’s official YouTube channel (at the time of writing).

The video has now been blocked for residents of the UK however you can still watch it here (if its not working please comment below and we will update with a live link)