Audi's latest advertisement in China sparked widespread outrage due to its controversial comparison of women to used cars. The ad depicts a mother-in-law inspecting the bride like a vehicle, checking her teeth and breasts before giving her approval. This is followed by a shot of a red Audi and a voice-over emphasizing careful decision-making, directing viewers to the company's used car webpage.
The ad's implication that women are commodities to be assessed like used cars was heavily criticized for its sexist and demeaning portrayal of women. Internet users quickly pointed out the parallel between the mother-in-law's actions and how a vet examines a horse, further highlighting the dehumanizing nature of the comparison. The negative reaction forced Audi to pull the ad.
German carmaker Audi sparked outrage in China this week after its latest advertisement appeared to compare women to second-hand cars.
The offending film, which was broadcast online and at the cinema, opens with a mother-in-law figure interrupting a bride and groom as they are saying their vows.
She then proceeds to yank the bride’s nose, pull her ear, and force her mouth open to look at her teeth – not unlike the way a vet might check the health of a horse, as internet users were quick to point out.
After a thorough probing, the older woman makes an “OK” gesture with her hand to indicate her approval, before her eyes suddenly widen as she focuses on the bride’s breasts. The shot then cuts to a clip of a red Audi car and a voice-over reminding viewers that “an important decision must be made carefully”. It ends with a pointer to the company’s second-hand car sales webpage.
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