Audi advert slammed in China for 'chauvinist' comparison of women to cars

Audi advert slammed in China for 'chauvinist' comparison of women to cars

Audi advert slammed in China for 'chauvinist' comparison of women to cars

Audi is facing controversy in China over a commercial that directly compares getting married to the process of checking out a used vehicle.

An Audi commercial which aired in theatres and online in China this week has been criticised after thousands of internet users have deemed it sexist.

The groom's mother suddenly interrupts the ceremony to inspect the bride, pulling on her ears and nose and looking at her teeth. The ad ends with the words, "An important decision must be made carefully".

In addition to demands for the ad to be taken down, there have been some calls to boycott Audi cars. "Only with official certification can you be rest assured", says a male voiceover. Words like "unacceptable" and "disgusting" were used.

A netizen expressed her anger towards the ad on Weibo on July 17, accusing the company of objectifying women and comparing them to used cars.

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Audi didn't immediately respond to an email, and Ogilvy China declined to comment.

Michael Wilkes, Audi's head of corporate communications in China, said the advert was produced by the used auto division of parent company Volkswagen's joint venture in China.

The company can ill afford this speed bump.

Not everyone is up in arms against Audi, however. On Tencent Holdings' popular chat app WeChat, almost half-a-million people mentioned "Audi second hand car" on Tuesday. It happened in China and the commercial has received massive criticism from the media, industry watchers and the general public in the Asian territory. Previous year a Chinese firm apologised over an advert for detergent in which a black man was stuffed head-first into a washing machine before emerging as a light-skinned Asian.

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