nternational companies have to be very careful in the way they advertise because what might be totally acceptable in one culture could be totally offensive in another.
Well, it turns out that Audi didn’t get anyculture right when it tried to market its cars in China using an ad that compared a bride to a used car. In fact, the car manufacturer seemed to upset everyone who saw the ad.
See the terrible ad and (understandably) furious reactions below.
As you’ll see, people and media in China were the most vocal opponents of this ad, which premiered on a Chinese social networking site.
The video is clearly going for absurd humor, but people couldn’t get past the misogyny and objectification that was all part of the “joke.”
Almost instantly, the ad went viral for all the wrong reasons.
Remember: Just because you release something online for China doesn’t mean it’s going to stay in China.
The video made the rounds globally to disgusted audiences in short order.
The company issued an apology, but there was a catch.
Strangely, the apology only ran in USA Today, and not in China, where the ad was presented. It seems that maybe they’re not giving the Chinese enough credit when it comes to right and wrong.
Audi tried to damage control, talking about “true love,” but people’s memories are longer than the car giant is willing to admit.
They were having none of it, holding the company accountable.
As you can see from the Twitter handles, much, if not MOST of the criticism came from Chinese Twitter users and outlets.
Not only did the ad not travel well, but it managed to piss off the world’s biggest country, which the ad was tailored to.