Audi withdraws ‘provocative’ ad in which a young girl leans against the grille of an RS4 while eating a banana after a flood of complaints
- The German manufacturer posted the controversial photo to Twitter on Sunday
- Dozens of social media users objected to the connotations of the images
- Audi has since issued a long apology for its ‘insensitive’ campaign
Audi has withdrawn an ad in which a young girl leaned against the grille of an RS4 while eating a banana after a torrent of complaints.
The German manufacturer posted the controversial photo on Twitter next to a caption on Sunday saying: ‘Get your heart racing – in every way. # AudiRS4. ‘
But it has since issued an apology for its ‘insensitive’ campaign after dozens of social media users questioned the ‘provocative’ connotations of the visual language.
Audi has retracted an ad in which a young girl leaned against the grille of an RS4 while eating a banana after a torrent of complaints when it was uploaded to Twitter alongside a caption that read, ‘Get your heart racing – in every aspect’
The ad featured a young girl in a leopard-print dress, a denim jacket, and sunglasses holding a banana in her right hand.
She was leaning against the grille of the car with her head level with the hood.
And the new campaign quickly received responses from social media users.
One of them, Jane Bradford, responded to the image: “So, does your heart beat faster in every way? Photo of – child with banana in mouth and flash car – so wrong in EVERY aspect. ‘
The new campaign was quickly replied with comments from social media users questioning the ‘provocative’ connotations of the visual language
Another, Shiri @ home, added, “Little girl with phallus symbol in hand. Of course, great … ‘
A third, DjBeeTee, wrote: ‘I don’t get 3 things together: 1. Sports cars represent potential. 2. Why does a little girl in a short big cat dress (symbol for eroticism) stand for such a potency substitute and 3. Why does she have a banana (phallus symbol) in her hand? ‘
Marisa Reich said, “I love your cars. But that’s just embarrassing. You can do better! Get a few women and mothers on the team and leadership team. They can then tell you what’s wrong with the motif … Thank you. ‘
And Olaf Karthaus simply wrote, “This picture is so wrong in every way.”
Audi has since issued a long apology, admitting that the campaign images were “a mistake.”
Audi has since issued a long apology on social media, admitting that the campaign was “a mistake.”
It said: “We hear you and let’s make this clear: we take care of children. The Audi RS 4 is a family car with more than thirty driver assistance systems, including an emergency stop system.
“That’s why we showed it to several family members before the campaign.
“We hoped we could get these messages across, showing that even the weakest road users can lean on RS technology in a relaxed way.
“That was a mistake! Audi never wanted to hurt anyone’s feelings.
“We sincerely apologize for this insensitive image and ensure that it is no longer used in the future. Internally, we will also look directly at how this campaign came about and whether the control mechanisms do not work in this case.
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