Rolls-Royce Pulls Skepta Ad After Seatbelt Flop

“It Ain’t Safe.”

Automotive
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Rolls-Royce has pulled a promotional video that showed UK grime artist Skepta in the backseat of a car while not wearing a seatbelt. The clip has been removed from YouTube and Facebook after receiving criticism from road safety campaigners who pointed out the poor form.

In the video, Skepta was sitting in the back of a Rolls-Royce Phantom with a friend, creating a track on his laptop while being driven around the Swiss Alps not wearing a seatbelt. “Failing to belt up is not only illegal, but it could also cost you and those around you their life,” said Jason Wakeford, director of road safety charity Brake.

Edmund King, president of The Automobile Association, commented: “Perhaps Skepta, the great grime artist, should listen to his own song ‘It Ain’t Safe’ before rapping in the back of a Rolls-Royce, apparently not wearing a seatbelt.”

Soon after, Skepta took to his Twitter to respond to the situation with a photo of a buckled seatbelt and a caption with a lightbulb emoji. “I stepped in the car and there was no need to think,” said Skepta. “It was like sitting in first class on a plane minus the noise. Comfortable and silent, a perfect space to make music.”

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