Trade commentators have noticed a welter of really offensive ads lately, and a suspicious pattern: an ad is released online that no sentient being could possibly believe is tasteful or appropriate, the ad attracts exactly the kind of negative response that any 13-year-old could have predicted, and the company remorsefully removes it, with an abject apology.  The latest of this invasive species was a Hyundai ad showing a despondent  man rigging a hose from a Hyundai IX35’s exhaust pipe to the car interior as a suicide attempt. As he sits in his car, waiting to die by inhaling carbon monoxide in the dark garage, a light comes on he opens the garage door, with the words appearing on the screen,  “The New IX35 with 100% water emissions.” See? You can’t kill yourself with a Hyundai! Hilarious!

Yechhh, and most viewers detested the ad. Hyundai Motor Europe quickly responded,

“We understand that some people may have found the IX35 video offensive. We are very sorry if we have offended anyone. We have taken the video down and have no intention of using it in any of our advertising or marketing.”

“No intention”?  That’s odd, because the ad was already online. Hyundai North America quickly took the moral high ground in apparent contrast to its European sibling. “We at Hyundai Motor America are shocked and saddened by the depiction of a suicide attempt in an inappropriate UK video featuring a Hyundai,’ it said. “Suicide merits thoughtful discussion, not this type of treatment.” Continue reading →