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Audi ad likening women to used cars in China backfires
The Chinese commercial opens with a young couple on the cusp of getting married, when the groom's mother suddenly interrupts the ceremony to inspect the bride.
After yanking the bride's nose and ears, and prying open her jaw to inspect her teeth, the mom appears satisfied and gives the couple the okay. She casts one last disapproving look at the bride's chest before the scene changes to an Audi driving through city streets as a voice-over says "an important decision must be made carefully."
The ad ends with a plug for used Audi vehicles, with the male narrator saying: "Only with official certification can you be rest assured."
It did not go over well.
A growing number of Chinese consumers have taken to Weibo, China's Twitter, to slam the German carmaker. Many called the ad sexist and some even vowed to boycott Audi vehicles.
More: Audi ad likening women to used cars in China backfires
Ad:
The Chinese commercial opens with a young couple on the cusp of getting married, when the groom's mother suddenly interrupts the ceremony to inspect the bride.
After yanking the bride's nose and ears, and prying open her jaw to inspect her teeth, the mom appears satisfied and gives the couple the okay. She casts one last disapproving look at the bride's chest before the scene changes to an Audi driving through city streets as a voice-over says "an important decision must be made carefully."
The ad ends with a plug for used Audi vehicles, with the male narrator saying: "Only with official certification can you be rest assured."
It did not go over well.
A growing number of Chinese consumers have taken to Weibo, China's Twitter, to slam the German carmaker. Many called the ad sexist and some even vowed to boycott Audi vehicles.
More: Audi ad likening women to used cars in China backfires
Ad:
Similar threads
Audi
Audi AG is a German automotive manufacturer of luxury vehicles
headquartered in Ingolstadt, Bavaria, Germany. A subsidiary of the
Volkswagen Group, the company’s origins date back to the early 20th
century and the initial enterprises (Horch and the Audiwerke) founded
by engineer August Horch (1868–1951). Two other manufacturers (DKW
and Wanderer) also contributed to the foundation of Auto Union in 1932.
The modern Audi era began in the 1960s, when Volkswagen acquired Auto
Union from Daimler-Benz, and merged it with NSU Motorenwerke in 1969.
Official website: Audi (Global), Audi (USA)
Official website: Audi (Global), Audi (USA)
