Audi's recent used car advertisement has sparked widespread outrage online. On July 17, a Weibo user known as "@è„¸ä¾ " posted a message criticizing the ad, which was shown in a cinema, for objectifying women and comparing them to used cars. The ad depicted a wedding scene where the mother-in-law harshly inspected the bride’s nose, ears, and mouth before giving an approval gesture. This imagery was then linked to Audi’s used car promotion, with slogans like “Important decisions must be made carefully†and “Audi used car online 4S shop — official certification guaranteed.â€
The advertisement, titled “The Dimensional Part of Audi Used Car Advertising,†was first released in May and quickly drew backlash for its disrespectful portrayal of women. In response, FAW-Volkswagen Audi issued an apology, acknowledging that the ad lacked sensitivity and failed to respect female audiences.
On July 19, Audi officially apologized and pulled the ad, stating that it was created by the Chinese joint venture’s used car division and that the content 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. Whether it was a planned move or an unintended mistake, the situation turned into a viral sensation, with netizens sharing sharp and humorous comments across social media.
This incident highlights how sensitive and powerful advertising can be, especially when it touches on gender issues. While Audi responded swiftly, the damage to its brand image was already done. The event also shows how quickly public sentiment can shift in the digital age, and how companies must be more mindful of their messaging.
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