A Hyundai suicide ad aired in Europe today, causing a very strong backlash from the audience for its offensive and insensitive depiction of a very serious matter.
The ad depicts a depressed gentleman that has decided to end his life by routing the tailpipe into the passenger cabin of the new Hyundai iX35 SUV. However, given that the latest SUV from the Korean automaker features a novel hydrogen fuel cell powertrain, the only emission leaking from the vehicle is water vapor, not carbon dioxide.
However, the tasteless humor from the commercial caused backlash among viewers.
Innocean Europe is the advertising agency responsible for Hyundai's marketing efforts in Europe. Addressing the Hyundai suicide ad gaffe, Hyundai released the following statement of apology:
Hyundai Motor deeply and sincerely apologizes for the offensive viral ad. The ad was created by an affiliate advertising agency, Innocean Europe, without Hyundai's request or approval. It runs counter to our values as a company and as members of the community. We are very sorry for any offense or distress the video caused. More to the point, Hyundai apologizes to those who have been personally impacted by tragedy.
The Korean automaker's American operation responded to the insensitive Hyundai suicide ad as well: "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."
"To the best of my knowledge it was never on any Hyundai Web site or Hyundai YouTube outlet," explained Hyundai Motor America spokesman Chris Hosfordin via an email.
No one at Hyundai Motor Europe or Innocean Europe was immediately available for further comment.
The Hyundai iX35 SUV is sold as the Hyundai Tucson in the United States. 1,000 iX35 SUVs will feature a hydrogen fuel cell powertrain as a part of a new pilot program to explore the opportunities of the unique alternative energy solution.
The iX35 is a crossover SUV sold in the U.S. as the Hyundai Tucson. Hyundai recently announced plans to produce 1,000 iX35 SUVs powered by hydrogen fuel cells. Hydrogen fuel cells combine hydrogen gas with oxygen from the air in a process that produces electricity and water vapor.
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