What happens when you create a car advertisement depicting suicide? Hyundai tried that stunt in the UK last week, and by Thursday the Hyundai ad had certainly garnered plenty of attention, but not at all the kind of reaction the Korean car company had hoped for.
Blistering criticism is erupting from across the globe toward the Hyundai spot.
Blistering criticism is erupting from across the globe toward the Hyundai spot. The 60-second commercial, entitled "Pipe Job," depicts a man attempting to commit suicide by starting his Hyundai iX35 car inside an enclosed garage.
The intent of the ad was to tout the car's low emissions, as one of its main byproducts is harmless water. Many said via Twitter that the move was insult to everyone who has ever had to cope with loved ones committing or attempting suicide.
Particularly heartbreaking is this open letter to Hyundai and the ad agency that created it, Innocean. The letter was written by London advertising copywriter Holly Brockwell, which she posted on her blog, Copybot:
When your ad started to play, and I saw the beautifully-shot scenes of taped-up car windows with exhaust feeding in, I began to shake. I shook so hard that I had to put down my drink before I spilt it. And then I started to cry. I remembered looking out of the window to see the police and ambulance, wondering what was happening. I remember mum sitting me down to explain that daddy had gone to sleep and would not be waking up, and no, he wouldn't be able to take me to my friend’s birthday party next week. No, he couldn’t come back from heaven just for that day, but he would like to if he could. I remember finding out that he had died holding my sister’s soft toy rabbit in his lap.
Take a look at her blog for the full text of her poignant open letter, along with pictures of her father and his suicide note.
We've contacted Hyundai for comment, and while we wait for a response, here's the apology the company submitted on Thursday, in an attempt to quell the worldwide firestorm of criticism:
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.
The misstep is a surprise for sophisticated advertiser Hyundai, which Mashable reported was one of the companies most committed to advertising on the Super Bowl. The company has bought ads on every Super Bowl for the past six years. However, we also noted that Hyundai's track record with its ads has been mixed.
Update: Hyundai America issued the following response to the UK Hyundai IX35 ad:
We at Hyundai Motor America are shocked and saddened by the depiction of a suicide attempt in an inappropriate UK video featuring a Hyundai. Suicide merits thoughtful discussion, not this type of treatment.
Update 2: The American Foundation for Suicide Prevention sent us this statement:
"We know from research that graphic depictions of suicide in the media can inadvertently lead to further suicides, a phenomenon known as contagion," said Robert Gebbia, executive director for the American Foundation for Suicide Prevention. "This advertisement was particularly graphic and potentially dangerous. We are pleased that Hyundai has decided to pull this campaign. That said, we hope that advertisers and companies realize that suicide is a worldwide health problem that claims more than 1 million lives each year, taking an enormous toll on family, friends, co-workers and entire communities and it should not be used to sell products."
This is not the first time a car company has tried to make light of suicide to sell its products. French car manufacturer Citroën had a similar ad a few years ago.
Let us know in the comments what you think of Hyundai's crude attempt at dark comedy.
Video and screenshot courtesy of YouTube
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