An Audi commercial likening women to used cars did not go over well in China.
The commercial depicts a young couple heading to the altar to pronounce their marriage vows. Right before they begin, the groom's mother begins to physically inspect the bride. She begins to open the bride's mouth to inspect her teeth and face, and after she appears to be satisfied with the bride's appearance she walks away and gives her blessing for the ceremony to continue. The next scene shows an Audi vehicle driving through the streets with a voice-over saying, "An important decision must be made carefully."
The advertisement continues to say, "Only with official certification can you be rest assured."
Social media users in China flocked to Weibo, China's version of Twitter, to express their vehement disapproval of the advertisement. Some branded the commercial as "unacceptable."
Unacceptable, China believes in treating ALL human beings as EQUAL disposable machinery!— John Taylor (@solarspaceprobe) July 19, 2017
Others think that the ad was poorly executed.
I think the idea is there, the execution is what lets it down. There's better ways to land the joke and take away message.
Chinese commercials have drawn criticism in the past. Last year, a laundry detergent advertisement depicted a Chinese woman throwing a black man covered in paint into a washing machine. The man resurfaced from the washing machine as a clean, light-skinned Chinese man.