Audi's recent used car advertisement has sparked widespread outrage online. On July 17, netizen "@Lianxia" posted on Weibo criticizing an Audi second-hand car ad shown in a cinema for objectifying women, comparing them to used cars. The ad was based on a wedding scene where the mother-in-law rudely examined the bride’s nose, ears, and mouth before giving a thumbs-up. This imagery was then linked to Audi's used car promotion, with slogans like "Important decisions must be made carefully" and "Audi certified used cars, official assurance."
After the ad went public, it faced heavy backlash from netizens who accused it of being sexist and disrespectful to women. The ad, titled "The Dimensional Part of Audi Used Car Advertising," was first released in May. In response, FAW-Volkswagen Audi issued an apology, admitting that the creative concept lacked sensitivity and unintentionally offended many people.
On July 19, Audi officially apologized and pulled the ad, stating that it was created by their Chinese joint venture’s used car division and did not align with their values. Despite the controversy, the incident generated massive online attention, and Audi’s Weibo followers surged to 1.75 million. Some argue that the apology was strategically timed to dominate trending topics, while others believe it was an unintended mistake.
Netizens responded with sharp and humorous comments, fueling the discussion further. Whether it was a planned move or a simple oversight, the incident has left a lasting impression. It serves as a reminder that even well-known brands must be careful with their messaging, especially when it comes to gender representation.
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