Commentary: Audi in China faces backlash over an ad that makes an unfortunate comparison.
Yes, really.
Whenever an ad seems stunningly inappropriate or gauche, it’s always worth remembering that someone thought it was a good idea.
Indeed, there must have been a whole conference table of people when the idea of comparing a bride to a used car was mooted. So much so that the idea became flesh, to the appalled gaze of many.
The finished product — for Audi in China — shows a happy couple’s marriage vows being interrupted by the groom’s mother.
She has chosen this moment to inspect her future daughter-in-law’s eyes, nose, ears and, oh, gums. Yes, there’s a cleavage inspection too.
If this was so important, couldn’t she have done this before the wedding?
The point of this spectacle is to suggest that this sort of rigorous inspection is similar to the one enjoyed by Audi’s used cars.
