Hyundai Motor unveiled an online promotional video for ‘ix35’, a sport utility with a hydrogen battery.
The commercial depicted a middle-aged man who attempts to commit a suicide by inhaling exhaust gas. He tapes the hose from the pipe of his car to the inside of the car so that the gas goes into the car. He sits in the driver’s seat with various emotions on his face. Finally, he seems to set his mind and closes his eyes. However, nothing happens and he opens his eyes. He looks embarrassed. He gets up again and goes back inside his home. After that, consumers can see the copyright “The new ix35 with 100% water emissions”.
It was produced as a viral commercial by Innocean Europe, Hyundai Motor’s marketing agency. However, it backfired when criticism aroused from people who have lost family members. A british woman, whose name is Holly Brockwell, criticized the commercial that it reminds her of her father who committed suicide just like the way Hyundai is showing it. The Independent magazine reported that the Guardian was also criticized for choosing it as the best advertisement of the week.
As a reaction Hyundai Motors removed the commercial from the internet on 25th. However, internet users still can watch the video on Youtube.
In the end Hyundai Motors Europe apologized for hurting people’s feelings even though, according to headquarter of Hyundai Motors, they didn’t approve the spot or had anything to do with the commercial production. It is sorely produced by Innocean for utilization in the international advertising festival. They also didn’t mean to use the video as a commercial.
Innocean, owned by Hyundai Motors conglomerate, is now under criticism that it has a privilege to take every work related to Hyundai Motors.
0 comments:
Post a Comment