Hyundai UK has apologised for a controversial ad which showed a man attempting to commit suicide in his car, after being slammed by consumers on social. The brand has blamed the agency, Innocean Europe, claiming it was done without request or consent.
The British ad - called 'Pipe Job' - showed a man attempting to commit suicide in his Hyundai iX35 by suffocating himself with the fumes. However, as the car runs on hydrogen and emits only water vapour, the man was unsuccessful.
The solemn spot whipped up a social
media storm within a matter of hours, with one consumer saying it
made them "embarrassed to drive a Hyundai". Others dubbed
it a "low point for advertising" and "whoever thought
it was ok [sic] needed a reality check".
It was particularly deplored
by London copywriter Holly Brockwell who wrote a letter to the
Hyundai and the agency behind the ad, Innocean, on her blog Copybot.
Brockwell claimed her father had taken his life in a similar way and felt
deeply saddened by the ad.
She said: "When your ad started to play, and I saw the beautifully-shot scenes of taped-up car windows with exhaust feeding in, I began to shake," she wrote. "I shook so hard that I had to put down my drink before I spilt it. And then I started to cry.
"When I reached the conclusion of your video, where we see that the man has in fact not died thanks to Hyundai’s clean emissions, I did not stop crying. I did not suddenly feel that my tears were justified by your amusing message. I just felt empty. And sick. And I wanted my dad.
"I understand better than most people the need to do something newsworthy, something talkable, even something outrageous to get those all-important viewing figures. What I don’t understand is why a group of strangers have just brought me to tears in order to sell me a car."
The under-fire car giant has since apologised for the ad, according to US social media and technology website, Mashable. It issued the following response yesterday: "We understand that some people may have found the iX35 video offensive. We are very sorry if we have offended anyone. We have taken the video down and have no intention of using it in any of our advertising or marketing."
It has however shifted the blame to Innocean Europe, the agency behind the ad, claiming it was created without its "request or approval", reports US news site CNN.
Last month, Ford India was chastised
for leaked ads which showed women, including celebrities such as
Paris Hilton and the Kardashian sisters, bound and gagged in the boot
of a car. The brand claimed it had no knowledge of the ads, which
were created by JWT India. The controversy resulted in the firing of several creatives.
What do you think of this ad? Let us know your thoughts in the comments below.
Anyone feeling distressed can contact Lifeline on 13 11 14.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.