Kimiya Manoochehri

USA TODAY

A TV commercial for Audi's R8 supercar has been banned in Great Britain because it's too racy.

But not that kind of racy.

Rather, the Advertising Standards Authority decided the ad should be yanked after a complaint that it associated speed with excitement. While many automotive enthusiasts might shrug -- speed and excitement, after all, are mainstays of U.S. automotive advertising -- the ASA believes it promotes reckless driving.

The ASA is an independent media regulator in the United Kington which proactively regulates media as well as responds to individual complaints – such as the solitary complaint filed against the Audi R8 V10 ad, which would prompt the ASA’s ban.

The minute-long ad doesn’t include a single shot of a speeding car. The ad is mostly a close-up shot of a human eye rapidly contracting and dilating in time with the sound of a revving engine, while reflecting the lights of a inside of a tunnel. The ASA believed that was enough to violate the code that regulates British car commercials.

Auto parent Volkswagen Group says eye represents concentration, and doesn’t necessarily glorify speed, but did agree to pull the ad.

“We told Volkswagen Group UK Ltd to ensure that future ads did not demonstrate power, acceleration or handling characteristics except in a clear context of safety and without the suggestion of excitement,” said the ASA.

Audi didn't protest.

“We respect the decision of the ASA to uphold the complaint in this instance.” said Miranda Harper, spokesperson from Audi.