Audi advert comparing used cars to brides misfires in China

Audi Ad In China Compares Women To Preowned Cars, Sparks Backlash
Audi Commercial in China Compares Women to Used Cars
Author

20 July, 2017

Audi is facing controversy in China over a commercial that directly compares getting married to the process of checking out a used vehicle.

The commercial aired in China and it shows a young couple on their wedding day. The proceedings on screen go to the ridiculously over-the-top extent of the old lady examining the bride's face, nose, ears, tongue and teeth before giving her son the green light. "An important decision must be made carefully", the tagline says.

Others called it sexist and "disgusting", with one Weibo commenter writing: 'We had a Volkswagen at home and my husband planned to get an Audi.

It's an ad from Ogilvy & Mather Beijing promoting used Audis that have been checked out and officially certified for resale.

Many Chinese customers took to Weibo, China's Twitter, to blast the German automaker, calling the ad sexist.

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The Weibo hashtag "Audi second-hand auto ad" had been viewed more than 300,000 times by midday Wednesday.

"Most corporations do not have the concept of gender equality and neither do Chinese regulators", Li Maizi, a feminist activist, told CNN.

"If this ad compared a guy to a second hand vehicle, people would undoubtedly say its amusing and creative", she added. One Youtube user suggested the public "demand a formal explanation and apology from Audi" for discriminating against women. They build shoddy cars and make a huge profit in China, and now release such a vulgar commercial.

Last year, a Chinese firm apologised for a racist laundry detergent ad, in which a Chinese woman throws a black man covered in paint into a washing machine.


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