Hyundai has pulled a controversial ad that was meant for UK audiences after backlash over its premise: it depicts a man’s failed suicide attempt because the company’s IX35 vehicle doesn’t give off enough emissions. The ad has been pulled from YouTube and the company has issued an apology, of course.
“We understand that some people may have found the IX35 video offensive. We are very sorry if we have offended anyone. We have taken the video down and have no intention of using it in any of our advertising or marketing,” was the statement that came from Hyundai Motor Europe, published in Ad Age.
“We at Hyundai Motor America are shocked and saddened by the depiction of a suicide attempt in an inappropriate U.K. video featuring a Hyundai,” said CEO John Krafcik in some obvious attempts to distance themselves from this horrendous ad from their European colleagues. The ad, BTW, was called “Pipe Job.” Because the imagery wasn’t insensitive enough.
Still, one commenter says the ad is actually effective.
“I know how controversial this advert is becoming and whether you agree with it or not it’s worked. You cannot deny that. The job is done and everyone now knows about the new Hyundai with 100 percent water emissions. Advertising at its best,” quotes ABC News.
As far as we’re concerned the ad is way too wrongheaded and depressing to be effective. Who wants to buy a car after watching this despair?
You’ll recall that, not too long ago, Ford came under fire for ads in India that depicted women, including the Kardashians, bound and gagged in the trunk of one of their car models. Bad month for car advertising.