Whereas Ferrari choose either the backdrop of a flowing mountain road, or some sideways action with Nando around Fiorano, their Italian neighbour Lamborghini usually adopt a more ‘edgy’ theme and with the more approachable 700 bhp Aventador, they seem more intent than ever to accentuate just how much rage there is left in the old bull.

These latest ads by the agency Philipp und Keuntje GmbH, Hamburg, Germany are beautifully illustrated by Herr Müller and depict four states of pain experienced when driving the Aventador.

Like the car, they’re unconventional, which is clearly Lamborghini’s intent behind the campaign, but it almost feels like they are compensating for the increased refinement and civility which has inevitably touched its most powerful of supercars.

But with Ferrari positioning itself as the automotive equivalent of Don Giovanni, the bull fighters from Sant’Agata are staying true to their heavy metal roots. On acid.

It’s good to see parent company Audi taking such good care of the brand.

The Truth Hurts: Gunshot

“It’s not a car, it’s a weapon. Sounds like a gunshoot and feels like one too.” - Michael Köckritz, Ramp Magazin.

The Truth Hurts: Delirium

“The acceleration is apocalyptic. It can deliver pure delirium on demand.” - James May, Top Gear.

The Truth Hurts: Eyeballs

“If you slam on the brakes at 100km/h, you come to a halt in just 30 meters. Your eyeballs should then pop back into their sockets.” - Ulrich Safferling, Auto-Illustrierte.

The Truth Hurts: Neck

“Gearshifts can be as unforgiving as a professionally executed punch in the neck.” - Jan Baedeker, Classicdriver.com.

Higher-res Image Gallery

I must admit that I’m no longer an avid viewer of the series, partly because I’m a petrol-head and Top Gear has become more of an entertainment show these days, but also because the show seems more about the presenters than the cars.

Wilman goes on to say “from what I can work out, the main complaints are that there’s too much cocking about for the car lovers, and that we’re trying too hard on camera.” But he says that although he understands the complaints, that doesn’t mean they’re going to do anything about them. This has less to do with any arrogance, but more because he believes they have to make the programme they want to make.

He admits that the personalities have become too formulaic, saying that “…I do believe we’ve now got the presenters playing to their TV cartoon characters a bit too much – Jezza the walking nuclear bomb, Richard the daft Norman Wisdom, and James the bumbling professor. I like those characters, but I too would like to see more of them.”

There have been rumours of late that Top Gear may be one of the victims of the BBC’s enforced budget cuts and Wilman does little to discourage such suggestions, “It’s fair to say this incarnation of Top Gear is nearer the end than the beginning, and our job is to land this plane with its dignity still intact” he says.

For what it’s worth, whilst the formula may have lost its way recently, the series still has three of the best presenters currently on TV. I was fortunate to spend some time with Clarkson on photo-shoots during the early 1990s (before he became famous) and gained a healthy respect for his talents, something that he has clearly not lost.

But maybe a rethink is in order for Series 15 – less clowning, more banter and lots more cars. I’m sure it’s possible and perhaps a little less funding for the show might encourage them to focus on what they do best, the specials such as Bonneville Flats.

Anyway, kudos to Andy Wilman for being so open and honest – his blog is well worth a read and could just be a sign of better things to come.

Top Gear Series 14: where we’re at

Link to Andy Wilman’s Blog

The spoof advert was shown before the 9pm watershed and resulted in 50 viewers complaining to the broadcast and communications regulator, stating that it was too graphic and unsuitable for the time it was broadcast.

Ofcom has ruled that the episode broke broadcasting rules since there was no information before the spoof advertisement which would have prepared viewers for its potentially disturbing nature and alerted adult viewers to the fact that it may be unsuitable for younger viewers.

Top Gear will return to BBC Two this Sunday, but the start time has been put back to 9pm to avoid clashing with ITV’s X Factor show. Conveniently this now places it after the watershed, so expect more antics despite the Ofcom ruling.

Incidentally, viewers also complained about the use of the word ‘pikey’ in another Top Gear episode but this was found not have breached broadcasting rules…