Art of Gears
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Audi China Faces Severe Backlash Following Sexist Commercial

By Sanjoy Alexander

PHILADELPHIA, PA - APRIL 16: Audi Q7 parked in front of Abe Fisher Restaurant during The Impossible Reservation: Philadelphia presented by Audi on April 16, 2016 in Philadelphia, Pennsylvania. (Photo by Lisa Lake/Getty Images for Audi)
PHILADELPHIA, PA - APRIL 16: Audi Q7 parked in front of Abe Fisher Restaurant during The Impossible Reservation: Philadelphia presented by Audi on April 16, 2016 in Philadelphia, Pennsylvania. (Photo by Lisa Lake/Getty Images for Audi) /
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Audi China is receiving a lot of brickbats following the release of a new commercial which compares women with pre-owned cars.

Audi has got itself into trouble with its choice of theme for a new ad campaign. It happened in China and the commercial has received massive criticism from the media, industry watchers and the general public in the Asian territory. The major reason for the collective anger is because of the manner in which the video equates women to pre-owned cars.

The video depicts a mother interrupting his son’s marriage to scrutinize his bride. 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.

And as if all of that was not absurd enough for a single ad, the makers even tucked in a scene where the mother-in-law stares at the girl’s bosom. Class act, there.

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The whole circus is soon followed by the tagline which reminds the viewer on why an important decision in life has to be taken carefully. And then it moves on to promote that all pre-owned vehicles sold by Audi are examined by expert technicians.

The Chinese social media is now abuzz with harsh criticism against the campaign which was found to be tasteless and insulting to women. Weibo, which is the equivalent of Twitter in China has seen thousands of criticisms coming from its members. Twitter has picked up the topic and the reception is equally negative.

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Advertising Age India reports that the campaign was conceived and run by advertising powerhouse Ogilvy & Mather. Audi and its Chinese joint partner – FAW Group – are reportedly looking into the matter.

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