Audi’s advert for its R8 supercar has been banned by the Advertising Standards Authority (ASA) after the organisation received just one complaint from a viewer. The person claimed the ad linked speed with excitement, meaning it was irresponsible. The advert, shown on TV on April 15 this year, focused on the driver’s eyeball, which contracted and dilated while the R8 could be heard accelerating through its gears. Next, the car was shown going around a corner in a tunnel in slow motion, then returned to another shot of the eye. Text reading ‘More focus, more drive. The all new Audi R8 V10 Plus with carbon ceramic brakes’ appeared, before the final shot of the car braking to a halt on what appeared to be a racetrack was shown. While adverts aren’t allowed to promote excessive speed as their primary message, Audi claimed the contraction and dilation of the pupil represented focus and concentration, and that the car was shot at speeds below 30mph. Responding to the complaint, Audi said: “The main message of the ad was that the new R8 was Audi’s most focused drive yet, with key features tuned to improve performance and an all-round improved driving experience.