When is a Chinese bride like a used car? When it’s an Audi ad
If there’s one advertising trope that never goes out of fashion (possibly because it was never in fashion) it is the ancient trope of the fierce mother-in-law.
So Dr Mumbo salutes Audi’s local partners in China for an ad that takes it up a notch by comparing a new bride to a used car.
While it may not be quite up there with last year’s infamous laundry detergent ad which saw a black man shoved into a washing machine only to emerge as a Chinese man, it’s still been causing a degree of offence.
Dr Mumbo notes that Audi China, a subsidiary of the German company, works in partnership with local company the FAW Group. And according to an Audi spokesman quoted in the South China Morning Post, the company is seemingly holding the partner responsible.
Haha…i like it…..cmon mumbo…your a journo, not a creative .
this is way better than any crap they make in singapore.
ReplyThe jury is out on whether this is better than “any crap they make in singapore” but this is an issue of ethics and morals in advertising. It may be taken more lightly when a content producer/YouTuber does it but if it is officially endorsed by the brand which means the marketing team reviewed and signed off on this, surely even the lowest of advertising execs understand this is brand suicide? Or does advertising give little care about brand equity as long as it is funny to them?
ReplyCan make women in Asia look any worse? This is the very reason more women need to stand up and make some intelligent decisions in Asia’s advertising industry. It’s why we need more Linda Lockes not less. Linda would kick the shit out of creatives who even thought of this. You just treated a woman like a farm animal for a cheap laugh you morons! Don’t we have enough problems already with objectifying women, the sex trade and slavery in Asia? Is German company Audi really behind this work? It feels a little late for Cannes so it can’t be an Ogilvy ad. I don’t know who FAW is, but they have no business at all doing ads for Audi. As a woman I am offended and as an owner of a German car I am offended. These work is absolutely juvenile. If it was some youtube video or a student piece sure, get noticed and make a name for yourself. I’m surprised at the editor for printing the praises. When Audi Germany wakes up and sees this, I imagine some phone calls will be made.
Reply“We need more linda lockes”
No thanks…i rather enjoy walking into an office where politeness is practised by everyone.
ReplyIt’s actually not bad. I don’t really see the problem. Yes, maybe a few easily offended people may not see the humor, but at least it’s not wallpaper. Yes, the black dude in the washing machine was racist, this though is isn’t really offensive.
ReplyWould anyone have a problem if roles were reversed? Father-in-law inspecting the groom instead.
ReplyHave your say