Recently, a controversial advertisement from Audi has been making waves across social media platforms like Weibo. The commercial, which features a bride being compared to a used car, quickly sparked outrage among Chinese netizens for what many perceived as blatant gender discrimination.
The ad opens with a scene at a wedding ceremony where the bride’s mother-in-law inspects her closely, examining her nose, ears, and even teeth, much like one would inspect a vehicle. This awkward moment transitions into an Audi used car advertisement, complete with phrases like "Important decisions require caution" and "Audi Second-Hand Car Online 4S Store, officially certified quality." The implication seems to suggest that choosing a spouse is akin to purchasing a used car.
As soon as the video went viral, it faced severe backlash. Many viewers expressed their disgust, calling the ad "disgusting," "low-class," and "offensive." One commenter remarked, "This is so disrespectful. Treating a bride like livestock is unacceptable." Others criticized the brand for trivializing something as sacred as marriage.
It turns out that this advertisement was initially launched back in May under the title "Autumn App for Audi's Used Car Advertisement." According to reports from U.S. media outlet USA Today, Audi has since issued an apology and removed the video from circulation. In their statement, they expressed "profound regret" over the incident, explaining that the ad was created by their second-hand car division within the Chinese joint venture and did not align with Audi's core values.
Audi further stated that an internal investigation is underway to prevent any recurrence of such incidents. While the apology may offer some relief, many remain skeptical about whether this will truly resolve the issue or restore trust in the brand.
For those interested, you can click here to watch the now infamous ad. I personally found the whole situation rather embarrassing and hope other brands take note to avoid similar mistakes in the future.
As someone who has been following this story closely, I can't help but wonder how something like this could have slipped through the cracks during production. It just goes to show that sometimes, even big companies can overlook critical details when trying to push creative boundaries.
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