Schoolboy who forced Tesco to change its juice cartons over poor grammar now takes on BMW over new advert

Albert Gifford, 15, challenged the supermarket giant earlier t his year

Has been engaged in a month-long battle with motoring firm over slogan



Advert for 2 Series Coupe says: ' It bites as bad as it barks'

Boy said any 'semi-literate eight year old' would realise the mistake



BMW say the slogan is a play on words but the boy wants it corrected

Demanding a correction: Albert Gifford, 15, from Shepton Mallet, Somerset, has taken on BMW over the use of a slogan used in a recent advert

A schoolboy who forced Tesco to change the wording on its orange juice cartons because of a grammatical error has now taken on BMW to challenge a slogan used in an advert.



Albert Gifford, 15, from Shepton Mallet, Somerset, has been engaged in a month-long email exchange with the motoring firm in a bid to alter a phrase in the new clip promoting the BMW 2 Series Coupe.

The advert, which was shown during a recent trip to the cinema with his family, ends with the slogan: 'it bites as bad as it barks'.



BMW staff say it is a play on words but the schoolboy insists the slogan should be corrected - because bad is not an adverb.

It follows a complaint he made to the supermarket giants in March.

He sparked a major rebrand after questioning their use of the phrase ‘most tastiest’, rather than ‘tastiest’ or ‘most tasty' on the packaging of Tesco-brand juice.

On May 19 Albert sent his first complaint to BMW via their website.

A customer service executive from the company responded two weeks later, saying they appreciated feedback and promised they would look into the matter.

The email also stated that the firm 'understood' Albert's frustration 'especially as it distracted his cinematic experience.'

Albert, who has now been informed the advert will not be changed despite his plea, told Mail Online:

'I can understand that they want to use short and snappy slogans in their campaigns, but a company like BMW should at least come up with something that is accurate.

'I was at the cinema with my family a few weeks ago to watch Godzilla and I noticed the trailer for the new 2 Series.

'I was frustrated because "bad" is not an adverb - as any semi-literate eight year old could tell you.

'A couple of weeks after I contacted them, I got fed up of waiting for them, so I emailed them again.'

'I also tried to get in contact with someone in the advertising department - but all they said was they had logged my complaint.'

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Bad grammar? The slogan in question is used during a clip promoting the new BMW 2 Series Coupe Wording: The schoolboy noticed the slogan at the end of the advert and told the multi-national company it spoiled the film for him

Ashley Parker, the BMW Customer Service Executive dealing with the complaint, said: 'It has been logged in our system and we have contacted our advertising department, but the advert is not going to change.

'This is the first time I have seen or heard of anything like this on the site.'



Albert is currently studying for his GCSEs and is preparing for his last exam on Friday - Further Maths.

The timing is frustrating for the schoolboy because the crucial test is the day after his school prom.

Spotting the mistake: Albert, pictured when he challenged Tesco over the use of a phrase on a juice carton, said his strict attitude towards grammar comes from his parents

Next year he is starting at a sixth form college and has his sights on a career in medicine.

He added: 'I would like to go to a top university. Obviously I would love to go somewhere like Oxford or Cambridge, but have not decided yet.



'I have had about 20 exams so far and am predicted to an get A* in almost all of them.'

Albert believes his stringent attitude towards grammar comes from his parents. He even flags up mistakes in his classmates' work.

'My friends sometimes get frustrated when I look at their work, but some of them find it funny,' he said.



Standing firm: A customer services representative from BMW said they had logged Albert's complaint, but were not going to change the wording used in the advert