Red Bull ad banned for ‘unsafe message’ of seven hour driving stint

Tim Burrowes

May 13, 2017 2:32

A radio ad for Red Bull has been banned for implying that it could help tired drivers avoid the need for a break.

The Ad Standards Board ruled that the ad for the caffeinated energy drink – which featured a yawning sat-nav system complaining that unlike its human driver it couldn’t drink Red Bull to stay alert at the wheel for seven hours – sent an “unsafe message”.

It was broadcast during the Easter break when a large number of people were taking lengthy holiday road trips. Safety guidelines recommend that drivers take a break every two hours.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.