This time they have scored a victory over commonsense by having the BMW Z4 television commercial pulled from our screens.
You know the one. It shows a Z4 sports car being driven over a giant canvas to 'paint' the latest in BMW's 40-year run of 'Art Car' creations.
In the past the company has given cars to artists and asked them to use them as a canvas. Andy Warhol did a BMW M1 and, more than a dozen cars later, even Ken Done has daubed a piece of art-in-motoring history.
The television commercial was filmed during the art work and, to the vast majority of people, has nothing to do with hooning.
The engine does not race, the driver is not wild or wicked or out of control, and there is no tyre smoke or loss of control. But the wowsers are worried that it sets a poor example and so BMW has taken it off the television.
Will it make a difference? Not likely.