Recently, a controversial Audi used car advertisement went viral on social media platforms like Weibo. The ad quickly drew massive backlash from Chinese netizens for its questionable content. In the video, a bride is compared to a used car, which many perceived as a form of gender discrimination. This sparked outrage and widespread criticism.
The ad's storyline takes place during a wedding ceremony. As the scene unfolds, the mother-in-law approaches the newlywed couple and begins examining the bride's nose, ears, and teeth, much like how one might inspect a used car. The ad then transitions into an Audi used car promotional segment, with voiceovers emphasizing phrases like "important decisions require caution" and "Audi's second-hand car online 4S store offers certified quality."
After the video was shared widely, it was heavily criticized online. Many users expressed their dissatisfaction, calling the ad demeaning and tasteless. One comment read, "Inspecting a bride like livestock—it’s as if we’ve regressed to ancient times where people checked horses." Another added, "This ad is so vulgar and low-brow that it’s embarrassing."
It turns out that this advertisement originally aired in May and was titled "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 pulled the ad. In their statement, they expressed "sincere regret" and clarified that the ad was created by Audi's second-hand car division under their Chinese joint venture, which failed to align with the brand's core values.
Audi also mentioned that they are currently conducting an internal investigation into the matter and have promised to take measures to prevent any similar incidents from happening in the future.
While the ad has been removed, the controversy surrounding it continues to resonate online. Some users have called for stricter oversight over marketing content, while others hope this serves as a lesson for brands to be more mindful of cultural sensitivities in their campaigns.
Overall, the incident has sparked broader discussions about advertising ethics and the potential impact of insensitive messaging on public perception. It remains to be seen how this will affect Audi's brand image moving forward, but it’s clear that companies need to be more careful when creating content meant for global audiences.
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