Audi Commercial In China Compares Women To Used Cars, Sparks Backlash
00:30, Jul 20, 2017
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Afterward she gave her son a thumbs-up, but then the mother-in-law stared at the bride's chest, which she quickly covered, before the commercial cut to a clip of an Audi.
At the end of the ad, viewers are encouraged to visit a website selling used Audi vehicles.
"Only with an official certification can you rest easy", a male voice-over says.
"An important decision must be made carefully", a voice is then heard saying, according to an English translation, with the video cutting to footage of an Audi. Weibo, which is the equivalent of Twitter in China has seen thousands of criticisms coming from its members.
Ogilvy and BBH China had been handling creative duties for FAW Audi, the German brand's joint venture in China, but the account recently moved to Leo Burnett Beijing, with another shop expected to join it.
In addition to demands for the ad to be taken down, there have been some calls to boycott Audi cars. "The ad's perception that has been created for many people does not correspond to the values of our company in any way".
The controversy comes at a hard time for Audi.
"Has Audi lost its mind to compare women to second hand cars, " said one comment on Sina Weibo.
FAW-Volkswagen Automotive sold 253,635 Audi cars in the first half of 2017, down 12.2 percent from previous year.
To Audi's certain dismay, worldwide boundaries do little to ebb the dissemination across the world these days, making a misstep in the Chinese market tantamount to a global gaffe. The company sold 591,554 vehicles in the Asian country a year ago, second only to its sales in Europe, numbering 860,600.
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