German carmaker Audi has been forced to pull its latest campaign and issue the usual round of apologies after a rather tone-deaf launch over the weekend.
On Saturday, the carmaker shared an ad for its snazzy looking Audi RS4 with the caption “Lets your heart beat faster – in every aspect”.
The ad featured a young girl, holding a banana leaning against the car’s front grill.
And, you don’t need to be a genius to understand why the campaign was soon flooded with complaints about child safety. Some even complaining about the “phallic” symbol in the girl’s hand.
Check out the offending work below:
And the complaints soon flooded in.
“Nice that you show how children can easily be killed by your cars. You can’t even see them out of the car,” one person wrote.
“Are you crazy?” another Twitter user asked. “Is this advertising to kill children?”
Another added: “That’s just shameful. You can do better! Get a few women and mothers into the team and the leadership team. They can then tell you what’s wrong with the motif.”
By Monday, Audi’s PR team was in full apology mode.
In a tweet, the carmaker said: “We hear you and let’s get this straight: We care for children. The Audi RS 4 is a family car with more than thirty driver assistance systems including an emergency brake system. That’s why we showcased it with various family members for the campaign,” the carmaker tweeted.
“We hoped we could convey these messages, showing that even for the weakest traffic participants it is possible to relaxingly lean on the RS technology. That was a mistake! Audi never intended to hurt anyone’s feelings.
“We sincerely apologise for this insensitive image and ensure that it will not be used in future. We will also immediately examine internally, how this campaign has been created and if control mechanisms failed in this case,” it added.
With the biggest sporting time of the year upon us, and amidst the changing landscape of live sports, TAB has partnered with the world’s leading calendar marketing solution, ECAL to deliver fans a unique shared sports experience online. Make a Date with Play by TAB encourages fans to share the sports viewing experience in a […]
Optus Sport has added Samsung Smart TV platform to its roster of compatible streaming options. Optus’ head of TV and content Corin Dimopoulos said with Optus Sport expanding its device streaming options it was clear the broadcaster was building credibility as one of Australia’s most popular streaming services. “We don’t just want to be the […]
One of Australia’s largest groups of privately-owned public relations and marketing agencies has rebranded under one name, The Recognition Group. The group is comprised of three separate agencies: Recognition PR; Outsource and Write Away Communication. The Recognition Group is owned by Liz Marchant [feature image] and Adam Benson, employs 31 full-time staff members and supports […]
Premium mixer brand Fever-Tree has launched its largest advertising campaign in Australia to date via indie agency New Colony. With summer on the horizon, Fever-Tree’s latest campaign encourages consumers to ‘mix with the best’ with new messaging that reinforces its brand promise as a premium, high quality mixer complementing light and dark spirits. The out-of-home […]
News Corp Australia’s digital marketing service News Xtend and Singapore Press Holdings have struck a deal to target the island state’s small and medium business market, the first time News Xtend has ventured into an overseas market. NewsXtend is a digital marketing business that provides expert advice and know-how to small to medium businesses to market […]
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]